Bell Media and Toyota Canada Take the Sophisticated Route in Original Online Series REFINED

Bell Media and Toyota Canada Take the Sophisticated Route in Original Online 
Series REFINED 
− 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 
Guide. 
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 
www.bellmedia.ca. 
Social Media: 
Twitter: @CTV_Television @ToyotaCanada @DiscoveryCanada @ShuckerPaddy 
Facebook: Facebook.com/CTV Facebook.com/ToyotaCanada 
Facebook.com/DiscoveryCanada 
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 orsdifelice@toyota.ca 
SOURCE: Bell Media Digital 
To view this news release in HTML formatting, please use the following URL: 
http://www.newswire.ca/en/releases/archive/March2013/05/c2388.html 
CO: Bell Media Digital
ST: Ontario
NI: ENT TVNEWS AUT NP VNT  
-0- Mar/05/2013 15:51 GMT
 
 
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