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Michelin promotes BFGoodrich with television series

Michelin Canada is developing a television series to promote its BFGoodrich brand of tires. The program, called Rugged, is being produced by Rat Films and will debut on Sportsnet in October. The 13 30-minute episodes will cover high-performance sports such as off-road driving, surfing, skydiving, mountain biking and automobile drifting. RDS will air a French-language version of the show under the name Pur & Dur. Content and public relations are being handled by HKDP Communications, while interactive work is being done by Nurun and media is being managed by Mediacom.

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