Bell Media and Toyota Canada Take the Sophisticated Route in Original Online
− Hosted by Canadian restaurateur Patrick McMurray, World Oyster Opening
Champion and current Guinness World Record Oyster-Shucker -
To tweet this announcement: http://ow.ly/inK8W
TORONTO, March 5, 2013 /CNW/ - Bell Media and Toyota Canada Inc. announced
today their collaboration on the exclusive original online series REFINED
available now at Discovery.ca/Refined. Hosted by Patrick McMurray, owner of
Toronto culinary hot spots Starfish and The Ceili Cottage, REFINED follows one
man's search for sophisticated luxury. The 12-episode series rolls out
once-per-week on Mondays until June 15.
"REFINED is a market-leading integrated sponsorship series that takes viewers
on an in-depth cross-country tour of the finer things in life," said Nancy
McConnell, Vice-President of Digital Sales, Bell Media. "The series content
meshes perfectly with the Toyota Avalon brand.Bell Media is very happy to be
part of this exciting collaboration."
All of the episodes include co-branded opening graphics, product integration,
and two Toyota promotional pre-rolls exclusive to the microsite. The episodes
will also be promoted with a series of animated and static display banners to
run across Bell Media's digital properties. All episodes will be housed in a
custom Discovery microsite with a large-format embedded video player and a
Toyota Avalon photo gallery.
"The series content mirrors the refinement and great experiences drivers and
passengers enjoy when in the Toyota Avalon," said Warren Orton, Marketing
Director, Toyota Canada. "We're excited to have each of the REFINED episodes
feature the new Toyota Avalon, and to have the Avalon amplified on Bell
Media's digital properties."
McMurray, who was brought up with food, travel, and a strong work ethic, got
into the restaurant trade at the age of 16 and hasn't looked back. After
honing his skills for a number of years in Toronto, McMurray won the World
Championships of Oyster Opening in Galway, Ireland in 2002, and became the
Guinness World Record holder soon after by shucking 33 oysters in one minute.
He beat that record in 2010 by shucking 38 oysters in one minute. McMurray has
also written a book about oysters Consider the Oyster - A Shucker's Field
In the first episode, McMurray pays a visit to Mankind Grooming Studio to
learn the secrets of a great haircut and experience a straight-razor shave.
Additional episodes feature McMurray visiting shoemaker Nasser Vies who has
shod the likes of Jim Cuddy (March 11), getting a custom suit from Garrison
Bespoke who created Ryan Gosling's suit for TIFF 2012 (March 18), and giving a
tour of his successful restaurant Starfish Oyster Bed & Grill (March 25).
REFINEDis produced by Bell Media Digital's internal Video Production Unit,
led by Mike McKenna, Associate Director of Original Video, Bell Media Digital
(INTERSECTIONS,GET FRESH,DESTINATION: HONG KING).Catherine MacLeod is
the Vice-President, Specialty Channels for Bell Media. REFINED concept by
Nicole Petrak, Account Executive, Bell Media Digital Sales and Dean Gillis,
Producer, Bell Media Digital Internal Production Unit.REFINEDis directed
and produced by the Video Production Unit, including Mike McKenna, Dean
Gillis, Travis Wood, Graham Garside, Scott Goodyer and Lauren Harrison.
About Toyota Canada Inc.
Toyota Canada Inc. (TCI) is the exclusive Canadian distributor of Toyota,
Lexus and Scion cars, SUVs and trucks. Toyota is the first full-line
manufacturer to make all of the elements of the Star Safety System standard on
every vehicle starting in 2011. The Star Safety System includes Vehicle
Stability Control (VSC), Traction Control (TRAC), Anti-lock Brake System
(ABS), Electronic Brake-force Distribution (EBD), Brake Assist (BA) and Smart
Stop Technology (SST). TCI's head office is in Toronto, with regional offices
in Vancouver, Calgary, Montreal and Halifax and parts distribution centres in
Toronto and Vancouver
About Bell Media
Bell Media is Canada's premier multimedia company with leading assets in
television, radio and digital. With passion and an unrelenting commitment to
excellence, Bell Media entertains, informs and inspires Canadians. Bell Media
owns 28 conventional stations, including CTV, Canada's #1 television network
and lead broadcaster of the London 2012 Olympic Games, and owns and operates
30 specialty channels, including TSN, Canada's #1 specialty channel and RDS,
Canada's #1 French-language specialty channel. Bell Media also owns 33 radio
stations, dozens of websites including the Sympatico.ca portal, and Dome
Productions Inc.Bell Media is owned by BCE Inc. (TSX, NYSE: BCE), Canada's
largest communications company. For more on Bell Media, please visit
Twitter: @CTV_Television @ToyotaCanada @DiscoveryCanada @ShuckerPaddy
Facebook: Facebook.com/CTV Facebook.com/ToyotaCanada
Emily Alonzo, Bell Media Digital, 416.384.2664 orEmily.Alonzo@bellmedia.ca
Carolyn Fell, Bell Media Digital, 416.384.2817 orCarolyn.Fell@bellmedia.ca
Sandy Di Felice, Toyota Canada Inc., 416.431.8350 firstname.lastname@example.org
SOURCE: Bell Media Digital
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-0- Mar/05/2013 15:51 GMT
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