Toronto Eaton Centre Sets Record Straight for 2014

Toronto Eaton Centre Sets Record Straight for 2014

Mall reaffirms correct name, Toronto Eaton Centre, and drops tagline for new brand identity

TORONTO, Jan. 9, 2014 /CNW/ - Toronto Eaton Centre is pleased to announce that 2014 is the year it will re-establish its true name: Toronto Eaton Centre. Along with dropping the "the", Toronto Eaton Centre will also drop its tagline, In.To.You, replacing it with a dedicated hashtag, #ToTheCity.

Since the property opened in 1977, the shopping centre has been referred to by various colloquial versions of its actual name.

"We think it's time that Toronto Eaton Centre takes back its real name," said Meredith Vlitas, Senior Marketing Director, Toronto Eaton Centre. "A name is one's identity and we welcome Torontonians and tourists alike to embrace it by joining with us in calling our mall by its true name: Toronto Eaton Centre. We understand that changing habits is not always easy, however, we believe that the people of Toronto can rise to this challenge."

Like many beloved landmarks, Canadians nationwide have established their own version of the name. Similar to Timmies, The Skydome, and The Leafs, the use of Toronto Eaton Centre's full name is a rarity. Common misuses include:

  • Toronto's Eaton Centre
  • The Eaton Centre
  • The Toronto Eaton Centre
  • Eaton Centre
  • Eaton's Centre
  • Eaton Center
  • Eaton Mall

While Toronto Eaton Centre's logo will remain the name, the new brand identity will include a creative update and a series of events throughout the year, starting with the Olympics in February. Social media users are invited to follow online conversations using the hashtag #ToTheCity.

About Toronto Eaton Centre
Stretching two full city blocks North from Yonge and Queen and one city block west from Yonge and Dundas,  Toronto Eaton Centre is among Canada's most recognizable landmarks, and one of the country's best-known retail shopping destinations. With more than 235 retailers, restaurants and services in the heart of downtown, Toronto Eaton Centre is the city's premier urban shopping destination. Toronto Eaton Centre is owned and managed by The Cadillac Fairview Corporation Ltd, one of North America's largest investors, owners and managers of commercial real estate. For more information about Toronto Eaton Centre, visit torontoeatoncentre.com, follow Twitter.com/toeatoncentre, or like Facebook.com/TorontoEatonCentre.

SOURCE Toronto Eaton Centre

Video with caption: "Toronto Eaton Centre Sets Record Straight for 2014". Video available at: http://www.youtube.com/watch?v=omBSpcOR7OM

For further information:

Kelly Olive
MAVERICK
(416) 640-5525 x230
kellyo@wearemaverick.com