For decades, the three counties of Massachusetts along the Connecticut River  — Franklin, Hampshire and Hampden — have been collectively known as the Pioneer Valley, but some boosters of the region decided the moniker is old-fashioned and confusing. So the Greater Springfield Convention and Visitors Bureau and the Economic Development Council of Western Massachusetts spent $80,000 to hire a consultant from Oklahoma to re-brand this region.

The result: “West Mass.” It was launched with a two-minute video.

That video, and the brand, have been met with criticism and mockery on social media.

@VisitWestMass Horrible name, horrible video. Keep Pioneer Valley. #notmywestmass

— Ned Ehle (@nedehle) February 23, 2017

@VisitWestMass I find no words to convey how skin-crawlingly bad this is. #notmywestmass

— Robin Reiss (@robintheperson) February 23, 2017

Hey, #WestMass, how about The 413? 413 Pride? Or even #WesternMA, which people actually say?

— Angsty (@RUFauxRlz) February 22, 2017

To hear a defense of “West Mass,” we spoke to Greg Chiecko, the director of sales for the Big E, and a board member of the visitors bureau.

To hear Henry Epp’s interview with Greg Chiecko, click the audio player above.