want the sweet spot yeah absolutely seven yeah Jack, in terms of how those DVAs build memory structures, I imagine that's why thinking about this really media first helps as well, because when I've heard the radio ads and you're sitting in traffic or you're on your way to work or you've just seen the out of home and then you're hearing a radio ad, you know, half an hour later, how how does that sound kind of encode memory structures?

I think you're going to get really sick of hearing me say this, but I think overall for us, Salience was, you know, kind of numero uno for the campaign.

And part of that is obviously repetition, but it's also consistency.

I think something we've talked about a lot is the feeling you get when you step on board a Carnival ship is kind of irreplicable.

Like you just get this sense of warmth and fun and entertainment.

And I think to Nicole's point, we wanted the ecosystem to feel, to sort of draw on different elements because like you say, if you're watching something on social, you might not have sound on, but then you might be in the car and you might hear the radio.

So I think it's important that we're always really consistent.

Jack, how has it shaped your thoughts strategically about where the Carnival brand goes next, how you push the platform further?