Last September 30, the 5 video segments produced by Discovery Channel Canada as part of a collaboration with ICE Agency Canada were aired.
segments cover stories of companies, small and large, Italian research and development centers with cutting-edge technologies. Featured stories include: Dainese, Istituto Italiano di Tecnologia, Lamborghini, Marposs and others.

Materials for the segments were collected by a crew from the Canadian publication at various locations in Italy last May following a preliminary scouting phase that began in February/March 2019.
The initiative was carried out as part of the High Technology Special Project, Made in Italy 2017 Extraordinary Plan. The goal was to promote, precisely, Italian high technology and show how our country is able to reconcile tradition and innovation, in different sectors.
The logistical and organizational aspects were taken care of by the Desk Machines Italia Canada, which handled relations with the various Italian counterparts for the purpose of implementing the segments.

The segments were launched through a campaign on the various social media platforms of the title below:
Youtube
Facebook (post Sept. 30)
Twitter (post Sept. 30)
Google+
The segments can be viewed in a special Machines Italia section of the series (Shows) page of the masthead's website: www.discovery.ca/Shows/Machines-Italia

Machines Italia - ICE Agency Canada have given prominence to the initiative through the office's Twitter account @ITAToronto and the various Machines Italia communication organs:
@ITAMachines
Youtube
Linkedin (mini campaign - over 5 thousand views and 100 clicks, in the first 4 days)
Machines Italia e-newsletter (#6 Summer 2019)

Discovery Channel's advertising battage will end at the end of October, however the segments will remain online and on social channels for the duration of one year. At the end of that period, the segments will be owned by ICE Agency, which will be able to dispose of them at will.

Discovery Channel Canada has entered the full series in the Canadian Screen Awards 2020 in the Television & Digital Media category. The Canadian Screen Awards 2020 is a competition for Canadian television and film productions.

For more information about this initiative, please contact meccanicaindustriale [at] ice.it ?subject=Machines Italia E-newsletter">meccanicaindustriale [at] ice.co.uk