STOP RIGHT NOW! THANK YOU VERY MUCH... Spice Girl Mel B in "Spice City" Toronto to break world record

    Hundreds expected to take over Toronto Eaton Centre today

    Record-breaking event is official launch of the new Virgin Mobile

    SPICE CITY, ON, Nov. 1 /CNW/ - Mobile mania will take "Spice City"
Toronto by storm at 12 p.m. today as Virgin Mobile Canada is joined by Spice
Girl Mel B to attempt to break the world record for the most mobile phones
ringing in unison.
    In 2001, Virgin Mobile UK established the world ringtone record. Now,
Virgin Mobile Canada is bringing a little friendly competition as they attempt
to break that record to coincide with the official launch of Virgin Mobile
    "The Eaton Centre will not know what's hit it once we're through," says
Nathan Rosenberg, chief marketing officer, Virgin Mobile Canada. "Spice Girl
Mel B will bring in some real 'zig-a-zig ah' to our record-breaking attempt
and ensure that Toronto is not just 'Spice City' but a record-breaking city!"
    Hundreds are expected to gather in the Toronto Eaton Centre to take part
in the big event. The first 500 fans to arrive will receive a secret code to
download a ringtone of the Spice Girls' smash debut hit Wannabe. Mel B, joined
by MTV Live host Aliya-Jasmine Sovani, will lead the crowd in the attempt to
break the record. Afterwards, fans will have the chance to get an autograph
from Mel B and enter to win advance copies of the upcoming Spice Girls
Greatest Hits album. Virgin Mobile will also be giving away other goodies
including the new Samsung m510 multimedia phone.
    "The support 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 has a great time helping us break the
world record and I look forward to saying hi to all the Spice Girls fans at
the Toronto Eaton Centre today."
    Anyone interested in taking part should bring their mobile phone down to
the Eaton Centre before 12 p.m. today (exact location: Level 2, across from
Tristan America, and Aritzia. The closest entrance is off Yonge Street by
Shuter Street). Virgin Mobile Angels will be on-hand to help everyone at the
event. At 12 p.m., Virgin Mobile and Mel B will attempt to break the world
ringtone record.
    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.

    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 or by calling 877-662-2824.

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

For further information:

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

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