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
Daniele Alcinii is a news reporter at realscreen, the leading international publisher of non-fiction film and television industry news and content. He joins the rs team with journalism experience following a stint out west with Sun Media in Edmonton's Capital Region, and communications work in Melbourne, Australia and Toronto. You can follow him on Twitter at @danielealcinii.

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