The Key is a unique initiative between the following local partners on the Joint Advertising Committee:
- Community Services - City of Thunder Bay
- Canada Games Complex
- Confederation College
- Ecole publique de Thunder Bay (Conseil scolaire du Grand Nord)
- Lakehead Public Schools
- Conseil scolaire de district catholique des Aurores boréales
- Thunder Bay Catholic District School Board
- Conseil scolaire de Grand Nord
