Like a new hipster neighborhood, the ­Pioneer Valley is getting a rebrand.

Quick and to the point, the new name is aimed at those “Modern Mavericks’’ out there, people with a thirst for new adventure and opportunities.

Welcome, friends, to West Mass.

The Greater Springfield Convention and Visitors Bureau and the Economic Development Council of Western Massachusetts unveiled the name this month as part of a larger marketing campaign to attract visitors and businesses to the region.

“It obviously is somewhat of a more modern, shorter version of ‘Western Mass.,’’’ said Rick Sullivan, president and chief executive of the development council.

Turns out, the name Pioneer Valley doesn’t resonate all that well with outsiders, according to the visitors bureau. It tends to make them think of some place in the Midwest, not quaint New England.

The campaign focuses on Hampden, Hampshire, and Franklin counties but does not include Berkshire County, a popular destination that Sullivan said has “its own thing going.’’

So far, feedback has been positive, Sullivan said. But like most things new and different, he said, there are those who don’t like it.

Some residents have taken umbrage at the name and have started a petition against it. Others went on tirades online, posting unfavorable comments beneath a video produced by a Holyoke company to help promote the new brand.

Sullivan said people are free to take it or leave it.

“We are not saying people have to change,’’ he said. “But the whole campaign is reflective of the region and everything we have here.’’

Steve Annear