It's what is called a heredoc.
Heredoc
A third way to delimit strings is the heredoc syntax: <<<. After this
  operator, an identifier is provided, then a newline. The string itself
  follows, and then the same identifier again to close the quotation.
The closing identifier must begin in the first column of the line.
  Also, the identifier must follow the same naming rules as any other
  label in PHP: it must contain only alphanumeric characters and
  underscores, and must start with a non-digit character or underscore.
Reference: http://www.php.net/manual/en/language.types.string.php#language.types.string.syntax.heredoc