Thank you.
I guess we need to explain a little the reason we launched a refreshed tourism brand for Canada, because people would say that people kind of already know what Canada is. It's one of the most loved countries in the world. People want to live here. They want to immigrate here. They love the idea of Canada. But what we had found is that they didn't translate that into a reason to travel here. As much as everyone in the world who had a passport--getting back to those passport people--thought Canada was on the list of the top five places they wanted to travel to sometime in their lifetime, it was very hard for Canada to get to the top of the list in any given year because we weren't seen as very compelling.
So the work we did with the brand was to try to deepen people's understanding of what Canada was as a country in terms of the types of travel experiences they could have. That's where the “keep exploring” brand developed. The award for being the top marketer of the year was just announced today, so you're on top of that. I think the work that we're doing with social media and in trying to be very innovative in terms of how we get our message out has largely been driven by wanting to be more effective marketers but also wanting to be more efficient with our spending. We know we can be very efficient in the social media space, and it has been working for us.