In terms of the brand issue, branding is always an interesting subject and a challenge.
It is fair to say that if you spoke to the average Japanese, some of whom will have been to Canada, some of whom will not, they have a very positive view of Canada. They have a very dreamy view, if I could put it that way, of Canada as a country of beautiful nature, of lands and lakes, that it's colder than it is to the south, that it's a gentler country, that it doesn't have the violence and the gun issues that our neighbours to the south have, which, for students coming to Canada, is a significant factor.
However, not enough of them know eastern Canada, other than Prince Edward Island. A lot of them don't have a sense of the high technology industries, of the dynamic cities that we have across the country. They have, as I said, a positive but rather gentle view of the country. We need to sharpen that up. A successor of mine did. For the 75th anniversary of the relationship—we just recently had the 80th anniversary of the formal relationship—he initiated a year-long series of events, all called “Think Canada”. It was very successful. But those things cost money. And of course, this is five or six years later. There's a need to do more. That's in terms of the broad branding.
In terms of very specific branding, the word “Canada” on beef or pork means something to the Japanese.