TV

Discovery Canada brings brand integration to ‘Worst Handyman’

Discovery Canada is taking a page out of the Project Runway book of brand integration by introducing Mastercraft power tools into the fourth season of Canada's Worst Handyman. In each episode contestants will shop for the tools they need at Canadian Tire, the home of Mastercraft power tools. On May 4 the channel will also introduce a game on its site called 'Get What You Need and Win,' where players can attempt to win gift cards for Canadian Tire.
April 29, 2009

Discovery Canada is taking a page out of the Project Runway book of brand integration by introducing Mastercraft power tools into the fourth season of Canada’s Worst Handyman. In each episode contestants will shop for the tools they need at Canadian Tire, the home of Mastercraft power tools. On May 4 the channel will also introduce a game on its site called ‘Get What You Need and Win,’ where players can attempt to win gift cards for Canadian Tire.

About The Author
Senior staff writer Frederick Blichert comes to realscreen with a background as a journalist and freelance film critic. He has previously written for VICE, Paste Magazine, Senses of Cinema, Xtra, Canadian Cinematographer and elsewhere. He holds a Master of Arts in film studies from Carleton University and a Master of Journalism from the University of British Columbia.

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