Chimera Collective, an independent PR and content firm based in Toronto, has found a new client match: The dating app Tinder.

Working with freelance PR specialist Jaime Eisen, who left Mint agency last month to launch her own business, Chimera will spearhead Tinder’s Canadian media and influencer relations, brand partnerships and events.

While Tinder remains a leader in the online dating market, its status has been challenged  by a new wave of apps promising meaningful connections. They include Hinge, known for its tagline “the dating app designed to be deleted” and Bumble, the women-first dating app that dedicates a list to couples who’ve matched and fallen in love.

Somewhere in the middle, Tinder has positioned itself as a platform where various dating experiences can be cultivated, including but not limited to long-term relationships—which Chimera’s founder and CEO, Courtney Khimji, said is the app’s most popular dating goal. “Tinder is a place to explore connections without the pressure of labels or timelines.”

The agency’s goal is to raise Tinder’s profile in Canada by sharing stories and experiences that will “celebrate the many possible outcomes of the Tinder-verse, and [highlight] how young Canadians are redefining dating and relationships,” said Khimji. Tinder influencers “will embody the notion that commitment looks different for everyone.”

As for whether Chimera and Tinder make a strong pairing, Khimji said they’ve “hit the jackpot” and “are totally in sync with the Tinder team’s values, ambitions, and passion for creating meaningful connections.”