In this process of becoming more commercially relevant, we are getting a better understanding of what each part of the sector would look to see as their commercial benefit out of the program. What would the accommodation sector see as a win, or what would the aviation sector see as a win? It breaks down into a bunch of subsectors including golf, and skiing, and I'm sure, the duty-free business as well.
By building those programs that are more commercially relevant, you're going to lever up the co-investment dollars. That's where we think we're going to see the maximum impact of the campaign.