I'll take that.
Thank you, Mr. Brown, for your question.
It's a great opportunity, really, for the Bay of Fundy to have exposure on the international stage. Tourism, increasingly, as we all know, even if we're not in tourism, is a global industry. We are being compared and are in the market with sites from around the world, with emerging regions, with existing tourism icons, and so it's a great opportunity to even be in the campaign. It's almost like when people who don't win Miss Teen Canada say, “Oh, it was just an honour to be nominated”. This is one of those cases in which it is an honour to be nominated; it's an honour to be participating in such a globally recognized initiative.
Obviously, we're hoping that it will result in increased tourism in the region. As Helen Jean mentioned, we have seen very strong numbers in tourism as a result--even compared to other parts of the Maritimes, which is interesting--and we're hearing from our industry that there is a good general buzz about the campaign.
What it really does is to establish the Bay of Fundy as one of the top Canadian nature tourism icons. That's been the objective from the get-go, for our organization to really give the Bay of Fundy this high profile nationally and internationally. Our $4.5 million of media coverage to date certainly goes a long way to that end. Obviously, we're expecting more in the last 23 days, as we race to the finish line.