Toronto Eaton Centre wants shoppers to stop messing up its name
Toronto’s downtown mall is frustrated that people keep getting its name wrong. According to Newswire, the mall conducted a video survey and found that many shoppers were in the dark about its official title—which happens to be Toronto Eaton Centre, in case that was unclear. Some of the blunders committed by uninformed shoppers included omitting the word “Toronto,” adding a rogue possessive (“Eaton’s Centre”) or prefixing the name with a “The”—an error committed by the mall’s own ad campaigns, including the seriously amazing one above. The damage this confusion has actually caused the brand is still unknown, but a new re-branding strategy is dedicated to clearing up all issues surrounding the mall’s identity. As part of the campaign, Toronto Eaton Centre is also slashing its awkward tagline, In.To.You., in favour of the slightly less awkward hashtag #ToTheCity.
Toronto Eaton Centre Marketing Director Meredith Vlitas attempts to set the record straight. “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.” Time will tell whether shoppers will “rise to the challenge” of using the mall’s full name, which is a bit of a mouthful. So far, the city’s other major institutions don’t seem quite as concerned about full-name usage, but who knows—maybe The Leafs will be next.