The Rugby World Cup is about to hit Cardiff.
The eyes of the world will turn to the Welsh capital as TV stations around the world beam back pictures from the Wales v Australia match.
More than 70,000 will pack the Stadium for what we all hope will be a thrilling spectacle.
What a fantastic occassion and what a marketing opportunity for the city!
At least that's what you'd think......
But take a walk into Cardiff city centre and see how much of that Rugby World Cup excitement you can see.
There's no supporters' village, there's no street flags to welcome the world to Cardiff, there are no plans for big TV coverage outside of City Hall and there's precious little advertising or marketing materials anywhere to trumpet this massive occasion.
That's what prompted us to ask today: Has Cardiff missed a trick here? Are we really cashing in on the fantastic opportunities of the Rugby World Cup?
Russell Goodway, former council leader and now chief exec of the Chamber of Commerce, doesn't think so - and I agree with him.
Edinburgh seem to be taking a much more active part in the Rugby World Cup. The route from the airport to the city is festooned with banners, they've organised street markets, staff are decked in world cup t-shirts. In general they are creating an event and a feeling that there is something special happening.
In Cardiff we have a set of plastic goalposts outside the station.
There is plenty of time to correct this, particularly for the next three games after Australia and we should be seizing the opportunity.
After all, how much organising does it take to put some banners up and set up some screens in a communal area?
This is a big month for Cardiff - particularly as we have lost the FA Cup and other football events from the stadium - and we must make the most of it.
It's time for some fast-thinking and quick action before the opportunity is lost.