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Pontiac and Virgin Megastores Team Up for Co-Branded Promotion

December 2006
 Filed under: PONTIAC Car News | PONTIAC Headlines

Auto and Music Retail Leaders Join Forces to Reach Joint Consumers

DETROIT, Dec. 5 /PRNewswire/ -- Pontiac is expanding its strong relationship with music and entertainment retail leader, Virgin Megastores, by teaming up on a co-branded marketing strategy. As part of the promotion, Pontiac is launching its first ever in-store merchandise towers in all of the North American Virgin Megastores. In exchange, Virgin Megastores will become Pontiac's musical experts by licensing at least 30 songs a year to the auto giant for use in Pontiac commercials and online promotions.
The rollout of the Pontiac Towers in all of the U.S. Virgin Megastores will begin in early December, which will include key markets such as Chicago, Los Angeles and New York City. The 8-feet tall Pontiac Towers, created by Leo Burnett Detroit and Virgin Megastores, will feature items such as the Pontiac sponsored Virgin Recommends CDs, CDs from emerging artists previously featured in Pontiac advertising, Pontiac branded merchandise and interactive LCD TV screens where customers can view Pontiac Garage concert performances.

In addition to the Virgin Megastore retail presence, Pontiac will also continue utilizing Virgin's deep and diverse knowledge of emerging new artists and music search capabilities to find the best music for future Pontiac marketing venues including TV spots, Pontiac Garage performances and more. To date, Virgin Megastores have licensed music for Pontiac by several key musicians including: Kinky, Robi Draco Rosa, OK Go, POD, Wolfmother, Kasabian, Jet, Dandy Warhols, Hawthorne Heights, All American Rejects, M83, Deus, Viva Voce, Ringside, The Hives, Paul Revere and the Raiders, Razorlight, Eagles of Death Metal, Muse, Citizen Cope, Mercury Rev, Larocca, Alias and The Teddy Bears.

"Music plays an incredibly important role in getting consumers excited about the Pontiac brand," said Mark-Hans Richer, marketing director at Pontiac. "I think brands and bands can make each others' products better, so the goal is to find opportunities that benefit everybody involved. Pontiac's in-store Virgin presence is just one more way we're providing a tangible brand experience that consumers can enjoy."

"This marketing strategy is a great way for both of our brands to reach out to the same group of consumers," explains Dee McLaughlin, senior director of marketing, Virgin Entertainment Group, North America. "We've had great success working with Pontiac for the past two years on our outside venue opportunities such as the Virgin Mega College Tour and the Pontiac Garage concerts. We're excited to expand the relationship to include Pontiac merchandise in our stores and Virgin's voice making a stronger impact in Pontiac's advertising campaigns."

In addition to extending the music into LMG advertising, the Virgin Megastore-Pontiac relationship also includes concerts that can be held in the Virgin Megastores. Last June 21, in celebration of the one year anniversary of the Pontiac Solstice, five Pontiac Garage stages were established at five Virgin Megastores featuring Virgin emerging artists. These stages are now being utilized by local Pontiac dealers to market direct to consumers in an effort to sell more Pontiac vehicles.

About Pontiac

Pontiac is a division of General Motors Corporation (NYSE:GM) and markets the G6 Sedan, Coupe, and Convertible; Solstice roadster; Torrent SUV; Grand Prix; Vibe; and now the G5 sports coupe. Pontiac sold more than 435,000 vehicles in 2005, ranking third among GM divisions in total sales. More information on Pontiac and its products can be found on the division's website at and in Spanish at

About Virgin Entertainment Group

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. The "category killer" Virgin Megastores and Virgin Megastore Online at are integral parts of a strategy to provide entertainment customers with what they want, how they want it, and when they want it. For more information, or to check out the location of the nearest Virgin retail, go to .

About LBD

Leo Burnett's Detroit office creates advertising and integrated marketing communications programs for clients including Pontiac, GM Service and Parts Operations, GM Powertrain in the US. Global management of GM brands from the Detroit office includes Chevrolet in more than 45 countries, Cadillac in 26 countries, and HUMMER in 12 countries.

Source: Virgin Entertainment Group; Pontiac

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