It's a great opportunity. The timing is right. Next week, we're going to be releasing that celebrity video, and it's going to be a viral campaign. We'll be looking to everyone to share that video via their social media contacts. It's one of those very funny videos that we hope will be shareable.
We've had a full PR and marketing campaign that we're continuing to roll out as we go along. We have the CTV partnership, so we've been doing closed captioning; we have online media buys that are going on right now—in our competition's destinations, for instance, so that when you're looking for the Grand Canyon and voting for them, you'll see the Bay of Fundy there. VIA Rail is rolling out now; and our Air Canada partnership....