Hey, yeah, I just noticed, the billboard does not show Vancouver, Calgary, Toronto, OR Montreal.
Maybe they will be "smiling all the way" on Rouge because in the photo, they are stranded in the woods, are out of rations, and have already eaten their travelling companion (the photographer) and burned his clothes and depleted his flash battery to alert search and rescue helicopter, which has taken them to a Rouge airport to send them home to Vancouver, Calgary, Toronto, OR Montreal.