We just ran the LOCALSKNOW campaign this summer, to try to inspire Canadians about the very exotic types of experiences they could have in Canada. They wouldn't have to travel all around the world to have these experiences. One of them was a dinosaur experience that they could have in Alberta. It was a huge surprise even to Canadians that such an experience was available. So I think that by trying to get the message out here at home, we'll be able to start to build that experience more effectively and to package it so that we can market it abroad.
We're not seeing the interest in dinosaurs per se spiking in the research that we see, but we do see lots of interest in authentic culture and history. It's certainly one of the segments of travelling that we are pursuing, and we think there's a great fit there. The work we did under the LOCALSKNOW program helps us build a foundation for that.