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
Selina Chignall joins the realscreen team as a staff writer. Prior to working with rs, she covered lobbying activity at Hill Times Publishing. She also spent a year covering the Hill as a journalist with iPolitics. Her beat focused on youth, education, democratic reform, innovation and infrastructure. She holds a Master of Arts in Journalism from Western University and a Honours Bachelor of Arts from the University of Toronto.

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