Virgin College MegaTour Presented by Dentyne Ice & Dentyne Fire Launches This Spring; National Tour Set to Feature Michelle Branch, Gavin DeGraw, Joe Firstman, & Michael Tolcher

Business Wire, Jan 13, 2004

Entertainment Editors

CHICAGO--(BUSINESS WIRE)--Jan. 13, 2004

Virgin Megastores North America and Integrate Marketing are proud to announce the Virgin College MegaTour, a national college music tour scheduled to launch in the spring of 2004. Presented by Dentyne Ice & Dentyne Fire, the Virgin College MegaTour in two months will stop in 18 major markets across the country. Featuring some of today's hottest new artists such as Michelle Branch, Gavin DeGraw and Joe Firstman, the tour will also incorporate an interactive village for students complete with special performances by singer/songwriter Michael Tolcher and Chris Grace as well as sponsor give-a-ways, activities, and music learning centers.

Headlining the tour is Grammy nominee Michelle Branch whose sultry sass and guitar rock continues to win her fans all over the country. This 20-year-old rocker is currently supporting her latest release, The Spirit Room, which features the hit single, "Are You Happy Now." Also on the bill are rapid up and comers Gavin DeGraw, Joe Firstman & Michael Tolcher. As a J Records recording artist, 25-year-old Gavin DeGraw shares his singer, songwriter, guitar & piano player talents on his debut album Chariot and on tours throughout the United States. Acclaimed singer/songwriter Joe Firstman will deliver songs of emotional depth and soulful meaning from his debut full-length album, The War of Women, during the MegaTour. With his demonstrated growth and incredible talent, Atlanta native Michael Tolcher is one of the most exciting emerging young artists in music today and will be performing in the interactive village during the tour.

An industry-recognized authority in music and entertainment, Virgin Entertainment Group is committed to introducing music fans to the hottest new performing artists in the industry. "Virgin Megastores have always maintained a commitment to introduce the best new artists to our customers and to bring music enthusiasts what they want, when they want it," states Glen Ward, President & CEO, Virgin Entertainment Group, North America. "We're thrilled to host this program which will expose an eclectic group of musicians to college students. Virgin takes pride in delivering customers the best possible experience inside of our stores, and now through this tour we can deliver the latest music to college music fans right on their campuses." Virgin Entertainment Group is the world's leading multi-channel music and entertainment retailer, providing customers with a range of superior entertainment experiences through a family of integrated Virgin-branded businesses. For more information, or to check out the nearest Virgin Megastore, go to www.virginmegamagazine.com.

"We are looking forward to a great opportunity to get in front of our core demographic while being a partner in a truly remarkable concept. We are looking forward to many more Mega Tours!" says Vicki Lozano, Director, Breath Freshening. Launched in 1997, Dentyne Ice has been an innovator in the industry, first as a pioneer in the pellet gum segment and then with the introduction of blister packaging. The brand has experienced exponential growth, becoming the leading breath freshening gum in the industry. Launching in May 2003, Dentyne Fire is the first spicy cinnamon pellet gum in the Dentyne product offering. Building on the success of category leader Dentyne Ice, Dentyne Fire's sugar-free formula delivers long-lasting cinnamon flavor for an intense breath-freshening experience. Dentyne Ice & Dentyne Fire has signed on as multi-year presenting sponsor of the Virgin College Mega Tour.

"We have put together a team of incredible partners for this event and are looking forward to an amazing tour," says Martin Berman of Integrate Marketing. "The tremendous brand association of a partner like Virgin Megastores has allowed us to attract a category leading presenting sponsor in Dentyne Ice & Dentyne Fire as well as other major brands, ensuring the success of this event." As the producer of the Virgin College Mega Tour, Integrate Marketing, LLC is a sponsorship, marketing and promotional agency bringing more than thirty years of experience focused within the music, sports, lifestyle and digital marketing industries.

"These acts are huge right now, especially on the college scene and will be even larger by the time spring arrives," explains Mad Booking & Events President Marcie Allen Cardwell. As the official booking agent of the Virgin College Mega Tour, Atlanta and Nashville-based Mad Booking & Events is a full service event production company which has been secured to handle talent buying, production and assist with tour marketing as well as to book the tour into select colleges nationwide.

For sponsorship opportunities please contact Martin Berman of Integrate Marketing at 312-222-1720 or msb@integratemarketing.com.

For more information on the Virgin College Mega Tour please visit the official website www.virgincollegemegatour.com.