Absolutely. I'll just talk about the strategy in a broad sense, and I'd be happy to provide you with a copy of the detailed strategy.
Generally, the shift that has been made over the last few years to address this issue has been to shift investment to markets where we're getting better returns. Those markets have been Boston, New York, and Los Angeles. So there is less investment in the border regions, where we have not been getting the returns, and more focus on going where the messages seem to resonate more strongly and people come and spend more money.
There is that, plus there's the fact that we've shifted from a mass advertising approach to much more of a media and public relations approach in the U.S., so we get our messages out much more clearly.
Those are the two features in terms of what we've changed in marketing, and I'd be happy to provide you with the detailed plan.