I'll try and tackle all four of your points very quickly.
The first is Canada in the minds of foreigners. Just so the members are aware, we've just gone through a rebranding of Canada. That exercise took over a year. It was very consultative with our foreign customers, and so on. “Canada--Keep Exploring” is our brand. Our industry accepts this new brand extremely well. It's something the provinces, the municipalities, and the industry can all really link into. “Canada--Keep Exploring” talks about a whole bunch of benefits, and if any member wants to contact us later about those benefits, we'd be pleased to share.
In rebranding Canada we've been all over the map in the past. We were changing our brand every year; we didn't have a brand. We told the world at one time that the world needs more Canada; the rest of the world said that was too chauvinistic and we were bragging too much, so we had brands that didn't even work in foreign countries. Now we have a brand. We need the money to put behind the brand, and then we can be successful.
As well, we have to be innovative. The world looks at travel now over the Internet, through technology. We're all the same now in that Internet world. We are looking at taking our brand and using it in Explorer Quotient so people can go in and see what type of explorer they are on the Internet, and then ask to find out more information. Then the trips we put to them are exactly what meet their needs, so we're doing this very innovatively.
Those are a couple of ideas we've put our minds to. It's a big challenge, but it needs resources and obviously consistency in brand.
Why was it high in 2002? It was because we were growing. Every year from 1995 onward, particularly after open skies and the air access, we kept growing. After 2001 there was a bit of a downturn because the whole world froze for about 60 days in the third and fourth quarters, but in 2002 there was some pent-up demand from the U.S. and they wanted to stay, so that's why we were high. It had nothing to do with whether it was a better Calgary Stampede or anything like that; it was just the effects of 2001. Then, after 2002, it started to slide, and there's a whole range of reasons--