Spice Girl Mel B breaks world record in 'Spice City' Toronto

    Hundreds took over Toronto Eaton Centre today for record-breaking event
    and official launch of the new Virgin Mobile Live(TM)

    SPICE CITY, ON, Nov. 1 /CNW/ - Torontonians showed up in droves today to
see what they wanted, what they really, really wanted - Mel B from the Spice
Girls. Best known as Scary Spice, she took "Spice City" (a.k.a. Toronto) by
storm at noon today when she joined Virgin Mobile and hundreds of mobile phone
fans to break the world record for the most mobile phones ringing in unison.
    "Virgin Mobile, Mel B and all the other record breakers showed that
Toronto really is 'Spice City' by beating the world record set in 2001 by
Virgin Mobile UK by more than 300 people," says Nathan Rosenberg, Chief
Marketing Officer, Virgin Mobile Canada.
    In 2001, Virgin Mobile UK established the world ringtone record with 254
participants ringing their mobile phones in unison. Today, Virgin Mobile
Canada smashed that record with the help of 558 fans and their Wannabe
    To coincide with the official launch of Virgin Mobile Live(TM), hundreds
of Mel B fans gathered in the Toronto Eaton Centre to take part in the big
event. The first 500 to arrive received a secret code to download a free
ringtone of the Spice Girls' smash debut hit Wannabe. Mel B, joined by MTV
Live host Aliya-Jasmine Sovani, led the crowd in the successful
record-breaking attempt. Afterwards, fans had the chance to get autographs
from Mel B and enter to win advance copies of the upcoming Spice Girls
Greatest Hits album. Virgin Mobile also gave away other goodies onsite
including the new Samsung m510 multimedia phone.
    Virgin Mobile Live(TM) turns phones into mobile entertainment machines.
From downloading full-length tracks from Soundbar(TM) to plugging into
unlimited streaming video and radio and hooking up unlimited high-speed mobile
web surfing, Virgin Mobile Live(TM) makes sure everyone is tuned in, caught
up, and in the loop no matter where they are.
    "The support the Spice Girls get from Toronto fans has always been
amazing so as soon as I heard about Virgin Mobile's record attempt I couldn't
wait to get here," says Mel B. "I hope everyone had a great time helping us to
break the world record."

    About Virgin Mobile Canada
    Launched in 2005, Virgin Mobile is Canada's first wireless service
created for and defined by youth. The country's first mobile virtual network
operator (MVNO), Virgin Mobile has a portfolio that includes monthly price
plans, a full range of phones and a broad array of messaging, music and mobile
content offerings. J.D. Power and Associates has recognized Virgin Mobile as
ranking the highest in customer satisfaction with prepaid wireless service for
two years in a row(1).
    The Virgin Mobile group of companies has attracted more than 10 million
customers worldwide. Virgin Mobile phones are available at more than 4,000
locations with top-up cards available at more than 10,000 locations
nationally. Virgin Mobile products can also be purchased online at
http://www.virginmobile.ca or by calling 877-662-2824.

    1. J.D. Power and Associates 2005-2006 Canadian Wireless Customer
    Satisfaction StudySM. 2006 study based on 5,784 total responses from
    consumers with prepaid wireless service surveyed in October 2006.

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at http://photos.newswire.ca.
    Additional archived images are also available on the CNW Photo Archive
    website at http://photos.newswire.ca. Images are free to accredited
    members of the media/

For further information:

For further information: photography or to arrange an interview, please
contact: Andrea Craig, Hill & Knowlton Canada, (416) 416-4735, (416) 300-3060,
andrea.craig@hillandknowlton.ca; Chris Baines, Virgin Mobile Canada, (416)
607-8412, (647) 378-8859, chris.baines@virginmobile.ca; Erica Faltous, Hill &
Knowlton Canada, (416) 413-4695, (416) 655-8221,

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