To celebrate the most romantic day of the year, the venerable Toronto theatre where Dirty Dancing is currently playing has come up with a viral strategy that draws attention to the production while offering a generous something for nothing.

No need to shop for an actual Valentine’s card when you can log on to www.mirvish.com/DDValentine to choose and send a sensual, Dirty Dancing-branded e-card to whoever tickles your fancy. Doing so automatically enters site visitors in a draw to win a pink iPod Nano, a CD of the the show’s songs and a DD T-shirt.

Meanwhile, in one of Canadian lovers’ favourite cities today, the Montreal Gazette is demonstrating its affection for Planet Earth by hitting the streets to hand out 1,000 Greenlite energy-efficient light bulbs and copies of the newspaper, which includes a list of environmentally friendly tips.

And ZipCar has chosen Valentine’s Day to launch a contest inviting members to send in their notions of the perfect date. The winning submission from each of the Canadian cities in which the vehicle-sharing company operates will receive a full day of free driving to help the date happen.

To all of which MiC says: Vive l’amour!