Thank you.
The long term is really the focus of the CTC's strategy for the Olympics, working with the industry. We've learned a lot from other countries that have hosted the Olympics before us, especially Australia. They felt their strategy had really worked well to deepen travellers' understanding of the types of experiences they could have in Australia, but they stopped at the games. They failed to convert that increased interest into more visitors and more sales. So we've learned from that.
The strategy we have goes right through to 2012. It starts on the day the games end and implements a sales strategy. So all of the experiences we'll be highlighting during the coverage of the games are ones that people can have here in Canada and buy on our website. All of the industry has been very engaged in that work.
We are not marketing the games themselves. VANOC is marketing the games. We're taking advantage of the fact that far fewer than 1% of the people who will be watching the games will be doing so in British Columbia. The other more than 99% will be watching the games through some kind of media. That's where our influence will be.