− 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
"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).
REFINED is 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. REFINED is directed and produced by the Video Production Unit, including Mike
McKenna, Dean Gillis, Travis Wood, Graham Garside, Scott Goodyer and
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
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.
SOURCE: Bell Media Digital
For further information:
Emily Alonzo, Bell Media Digital, 416.384.2664 or Emily.Alonzo@bellmedia.ca
Carolyn Fell, Bell Media Digital, 416.384.2817 or Carolyn.Fell@bellmedia.ca
Sandy Di Felice, Toyota Canada Inc., 416.431.8350 or firstname.lastname@example.org