Yes. About half of our marketing dollars are dedicated to the U.S. market. Our partners also invest a lot with us and, in fact, independently in that market.
This year we completed the largest piece of consumer research that was ever conducted by any destination in the U.S. We found there was in fact an issue on how Americans thought Canadians might feel about them. But more than that, the barriers of travel are cost barriers and competitive barriers. They see a lot more information about other destinations. Our efforts have been to fight those particular competitive battles per se.
In terms of how we spend money, we've shifted away from the traditional advertising style of activity and more into media and public relations, where we can get a lot more of the message out about what Canada is like to visit and what Canadians are like. It's working quite well.