Our most recent research suggests that the fact that we're very much the same as them has at certain times been a very compelling reason to travel to Canada. Now it's becoming much less compelling—in fact, of no particular interest. The fact that we're like them is giving them much more of a “so what” attitude, “Why would I want to come there, then? If you're not less expensive than we are, and I'm just going to get the same thing as I can get here, why would I go to Canada?” That's been the focus of our marketing: to give them the reasons to come to Canada.
On June 13th, 2006. See this statement in context.