Virgin Mobile And Much Team up for a trendy new store experience

- New Toronto storefront brings together the best of MuchMusic and Virgin Mobile

TORONTO, June 17, 2011 /CNW/ - Virgin Mobile Canada officially opened the doors today to its brand new retail experience on Toronto's trendy Queen Street, right next to the MuchMusic building.  The new space brings to life a partnership with MuchMusic and will be set up with both Virgin Mobile products and some awesome MuchMusic merchandise - all in time for the action at the MuchMusic Video Awards on Sunday, June 19th!

"Working with MuchMusic, we've created a store that's as much a tribute to music as it is a retail location," says Robert Blumenthal, President, Virgin Mobile Canada. "We'll have some cool stuff on display that brings you closer to your favourite artists and have an awesome Members Lounge set up for you to chill out… or maybe even spot a few special guests that pop by from MuchMusic.  Get ready for everything from performances to autograph signings and more right here in this rockin' space!"

To amp up the MuchMusic partnership, select guests from New.Music.Live. will be stopping by the store in the coming months for autograph signings with fans - and maybe even a few special performances!  The space also acts as a shrine for all things music and MuchMusic with items on display like autographed books from the cast of Pretty Little Liars, a signed script from the cast of Degrassi and even Justin Bieber's jacket!

"This is the perfect match of two companies that love music," says Rick Brace, President Specialty Channels and CTV Production. "As part of the Bell family both Virgin and Much have found a tremendous opportunity to take two high profile brands and speak to their common demographic. The store has combined pop culture, music, and once-in-a-lifetime chances to meet high profile artists with the hip style of Virgin products, building a unique retail experience."

To open it up in style during the MuchMusic Video Awards weekend, Virgin Mobile's grand opening day today will give visitors the chance to find the lucky key that will unlock a pair of passes to MMVA Soundcheck presented by Virgin Mobile.  And don't worry if you don't get the big prize there!  On Saturday, June 18 and Sunday, June 19, Virgin Mobile will be giving away cool prizes, MuchMusic swag and even some BlackBerry Playbooks.  Prizes will be up for grabs every hour, so everyone - whether or not you're a Virgin Mobile Member - has the chance to get in on the fun.

The 1,300 square foot space, located at the intersection of Queen Street and Duncan Street in Toronto, features everything from music memorabilia on display to MuchMusic t-shirts and flip flops. Oh, and you can get all of the hottest phones and devices that Virgin Mobile offers on its super-speedy network too! Plus, for a limited time, Virgin Mobile is offering a special deal of $100 off to Members who activate a smartphone!

Virgin Mobile's flagship store is located at 277 Queen Street West.  Members and Member wannabes can check out the store Monday - Thursday, 10 a.m. - 9 p.m.; Friday & Saturday, 10 a.m. - 10 p.m.; and noon - 6 p.m. on Sunday.

About Virgin Mobile Canada

Virgin Mobile Canada rewards, entertains and connects like no one else, delivering the hottest phones on the hottest 4G network.  Virgin Mobile Members also get access to must-see events, global roaming and award-winning service. 91% of Members would also recommend Virgin Mobile to a friend.

The Virgin Mobile group of companies has attracted more than 15 million customers worldwide. Virgin Mobile phones are available at more than 4,000 locations nationally including The Source, Virgin Mobile retail locations and additional retail partners. Virgin Mobile products can also be purchased online at www.virginmobile.ca or by calling 1-888-999-2321. Get personal with Virgin Mobile Canada on Facebook at facebook.com/virginmobilecan and Twitter at twitter.com/virginmobilecan.

About MuchMusic

As the No. 1 Canadian brand for young adults, Much is an integral part of today's pop-culture landscape. Live performances and interviews with the best Canadian and international artists, and celebrity guests put fans in the centre of the action making Much's acclaimed street-level Toronto headquarters Canada's epicentre of celebrity. A multiplatform Canadian icon, MuchMusic.com is a favourite destination for youth delivering music videos, user-generated content and more. Much spotlights home-grown talent through original productions and nurtures the Canadian music video production industry through its annual, multi-million dollar contribution to MuchFACT. It is available in 8.6 million households across Canada via cable, satellite, and mobile. Much is a division of Bell Media, which is owned by BCE Inc. (TSX, NYSE: BCE), Canada's largest communications company.

SOURCE Virgin Mobile Canada

For further information:

Kayla Rochkin, Hill & Knowlton              
416-413-4767
kayla.rochkin@hillandknowlton.ca
Erica Faltous, Virgin Mobile Canada
416-607-8412
erica.faltous@virginmobile.ca

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Virgin Mobile Canada

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