Toronto-based dating website Lavalife.com will conduct a promotion in that city on Feb. 9 called "Ride the First Car." On that day, promotional workers in the Yonge and Eglinton subway station will encourage single commuters to travel in the first car of the subway train during the morning and evening rush hours. The workers will also distribute branded buttons intended to help singles identify each other. "With Valentine's Day just around the corner, many people are still looking for love," said Kim Hughes of Lavalife.com. "We wanted to show singles all the great catches they may blindly pass during their everyday routine. We know through our online communities at Lavalife.com that Toronto has a ton of hot, vibrant singles. We're encouraging them to congregate in the first car of the subway on Feb. 9 during their daily commute."