Actually, that's interesting, because a number of other countries are looking to what we're doing. That's been gratifying most recently, but there are certainly opportunities. For example, we know that in the coming years, with the centennial of the First World War on the horizon—the 100th anniversary will take place over a five-year period from 2014 to 2018—other countries have some pretty ambitious plans, most notably Australia. They haven't finalized what their plan is, but they have a list of proposals and some of them are quite significant.
I guess if there were something we could do that would enhance some of the overseas work we do.... We have, as I mentioned, about a million visitors a year at the Canadian National Vimy Memorial and the Beaumont Hamel Newfoundland Memorial. That's a wonderful way to project Canada in Europe. If there were enhancements we could make to our program of operating both of those memorials, including the visitor experience there, that would be a tremendous enhancement we could take advantage of.
If there's one thing that I would really like to see within Canada, it is even more ability to reach Canadians through the media all year round, but in particular during the fall period. For the last number of years we've been working in a different way, really: we're trying to bring remembrance to Canadians, rather than trying to bring Canadians to remembrance. We've been partnering with professional and amateur sports teams to do tributes to veterans before sports contests, whether it's for NHL teams or all of the major junior hockey leagues. We've now moved into university sports--university football, university hockey--and we've had just fabulous reactions from them.
That's an area that I think is particularly important for us to continue to expand, because there you're making remembrance part of the everyday lives of Canadians, rather than trying to drag them to where remembrance is, at monuments and at ceremonies.