Mr. Niall Gibbons:

Yes. That was a good initiative. Food will be another passion point in the new campaign we will go out to shoot in the first quarter of next year and which will be part of the major relaunch. I heard a great phrase a number of years ago. We got research from a company called Condé Nast, one of the most prestigious publications in our industry. It stated that food is the new currency of tourism. It influences people's choice of destination. It is not always about going to gourmet restaurants, by the way. It could be about going to the farmers' market. It is about the local ingredients and the artisan producers. Ireland is very well positioned now with some of the great work Bord Bia has done, for example, and we overlap with Bord Bia in this space to bring the taste of Ireland to the world.