Following up on the marketing issue, there's always a discussion about whether CTC should have more money for marketing. But following up on Monsieur Arthur's question, I think where he was going was to ask whether we, as a committee, can perhaps see some effectiveness in saying, here is the type of advertisement and marketing the CTC or other organizations actually do and here's a way of judging its effectiveness. Perhaps you can comment on it.
Do most people decide to travel...? Do they see an article in a newspaper? Do they see a TV ad? Do they see something online? Does someone tell them as a friend that they've been to this place and they should go? Is there a way for us to judge the efficacy of spending now, so we can then make an argument and say CTC should get more money because look how effective this has been in a very specific way?