Dating and social networking app Tinder has made a new match for itself, awarding independent agency Chimera Collective with its PR and influencer AOR mandates as part of a broader strategy for the brand to invest in the Canadian market.

As part of its mandate, Chimera will provide “turnkey support in Canada for media and influencer relations, as well as some experiential,” expains Courtney Khimji, founder and CEO at the agency. “Our approach is to be very flexible with these partnerships so that we can grow together and the mandate can evolve over time, but this is the starting point.”

Tinder is one of the leaders in the online dating market, but has been relatively quiet on the marketing front in Canada. With Chimera’s appointment, the brand will be looking to more actively court consumers on this side of the border.

“Our strength from day one has always been to take on mandates outside the scope of traditional PR and tap into culture and opportunities that involve storytelling in the larger sense,” explains Khimji. “I think we’ve found a partner in Tinder who is willing to think that way with us, and is game for the adventure.”

Key to the approach will be showcasing how Tinder can facilitate all kinds of romantic and other relationship outcomes, and how “not all of those outcomes are marriage,” says Jaime Eisen, a freelance PR specialist who will be working alongside Chimera on the account. “That’s something Tinder is very excited about – celebrating the possibilities of what different connections can look like. For us, there’s so many opportunities in that to tell meaningful stories.”

“Dating and being on Tinder can be whatever you want it to be. That’s how Gen Z users are looking at it, and it’s exciting to empower people to have those discussions and to have them openly and proudly,” Khimji adds.