We vary. For Just for Laughs, we've reached a peak of about 135 countries and about 98 airlines. The advantage of Gags is that gags are non-verbal. Non-verbal content is very powerful. The nature of airlines has evolved a bit with the back-of-seat screens.
We've had a similar program with Tourisme Québec for a number of years. We identify the locations of shootings that are emblematic or iconic Montreal locations, parks, etc.. We've redone the opening credits and the bumpers to identify Montreal and Quebec, as a tourism vehicle. We could easily do the same thing as one form of ambassadorship across the world. That's something that can be put in place rather early.
We've just launched Just for Laughs Gags for Kids, which is now looking like it's going to be a huge hit on the same scale.