Absolutely, marketing is going to be key. Because I went a little long in my response, I think I got cut off. In essence, absolutely, marketing is going to be key, and we are going to continue to work with Destination Canada. We haven't talked about it today, but we also still have to make sure that all of our destination marketing organizations are still alive and well and there to help us market all of the amazing communities across the country. They are absolutely key to the continuation and survival of tourism in this country.
Tourism is an ecosystem. We're going to need all of these players and all of the pieces to come together, eventually when we do come out of this, to work together very closely on a robust strategy. We're going to need Destination Canada and a number of players to come together to do that. Advertising and marketing are going to be critical to the recovery efforts. Other countries are already talking about investing quite significantly in those.