Ms. Nancy McConnell reports
BELL MEDIA AND TOYOTA CANADA TAKE THE SOPHISTICATED ROUTE IN ORIGINAL ONLINE SERIES REFINED
BCE Inc.'s Bell Media and Toyota Canada Inc.
are collaborating on the exclusive original on-line
series Refined, available now at the Discovery website. 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 prerolls 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, Mr. 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. Mr. McMurray has also written a book about oysters, "Consider the Oyster -- A Shucker's Field Guide."
In the first episode, Mr. 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 Mr. 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 the Toronto International Film Festival 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. The Refined concept is 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
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