To answer that question, the strategy is not to get them to stay longer. It is to get a higher-spending customer, one who may not stay longer but will spend more. This goes to the KPIs, or the way we measure. We're in discussions right now with StatsCan and others to find a better metric for what the customer is actually spending, because the average amount that an American spends here seems artificially low. The type of American visitor we're attracting through this campaign behaves a little more like a business traveller. They spend more per couple on an average day. The type of customer we're looking at in the U.S. spends a little more like a long-haul European or Asian customer. We have the additional benefit that this is a potential repeat customer, four or five times over.
In the long run, these are much better customers for Canada. With digital technology, we can target them. Four or five years ago, we used fairly broad-based advertising, what they call “spray and prey”, hoping to catch the demographics because of the types of publications we were in. We can now reach out to the customers we want and attract them through the portal to the actual experiences and services and goods that they can buy here in Canada.