(BUSINESS WIRE)--Virgin Entertainment Group and Integrate Marketing are proud to announce the second annual Virgin College Mega Tour (VCMT), presented by Dentyne Fire & Dentyne Ice. Headlining the 20-market tour this year is multi-platinum recording artist CAKE. The 2005 tour will feature British rock quintet Gomez as well. VCMT will also feature a daytime village on campuses that will include an "emerging artist" stage, karaoke booth, contest give-a-ways and the latest games, new product demonstrations and gadgets for the college market. The key sponsors and artists are in place for this year's tour, but there are still opportunities to get involved - see contact information below for sponsor and booking inquiries.


CAKE is currently promoting the second single "Wheels" off of their fifth self-produced release, Pressure Chief (Columbia Records). Released October 5, Pressure Chief notched a Top 20 debut, marking both the highest debut and chart position to date for the multi-platinum band, and spawned the driving hit single "No Phone." Pressure Chief has been met with critical praise for its signature match of "post-new wave with smart lyrics," according to the New York Times. CAKE has been a fixture on the airwaves since last fall, with highlights ranging from performances on the Tonight Show and the Late Late Show to an in-depth interview with singer/guitarist John McCrea and Michelle Norris on NPR's "All Things Considered." On the heels of their acclaimed fourth LP, Split The Difference, Gomez recently wrapped up a west coast tour as a precursor to the Virgin College Mega Tour. Gomez's 1998 debut won the UK's prestigious Mercury Music Prize, and they have since developed a rabid international fan base, performing at Bonnaroo as well as appearing on CBS's The Late Late Show and NBC's Last Call with Carson Daly.

As the principle organizer of the Virgin College Mega Tour, Virgin Entertainment Group is committed to bringing new and exciting music and entertainment experiences to its customers. "The Virgin College Mega Tour is a great way for us - and our partners - to connect with the college market," says David Alder, Chief Marketing Officer, Virgin Entertainment Group, North America. "Hosting these shows on campus is a great way to communicate directly with the student audience. It's great to be able to connect our brand with rising talent and a truly knowledgeable, avid fan base." Virgin Entertainment Group is the world's largest leading multi-channel music and entertainment retailer, providing customers with a range of superior entertainment experiences through a family of integrated Virgin-branded business.

With the return of key sponsors and the inclusion of artists such as CAKE and Gomez, the Virgin College Mega Tour promises to be an even bigger hit on campus in 2005. "Building on the success of last year, where we reached over 50,000 college students on 19 college campuses, we felt we could take the tour to another level in 2005," says Martin Berman, of Integrate Marketing. "This year we already have two acts booked that are really hot with the college audience and we will have an exciting daytime lineup of activities including more live music and fun and games in our sponsor village. It's a tremendous opportunity for Virgin, Dentyne and other brands that want to make a mark with college students." Integrate Marketing LLC, producer of the Virgin College Mega Tour, is a full service sponsorship, marketing and promotional agency boasting more than thirty years of experience.

Dentyne Ice & Dentyne Fire will return as presenting sponsors of the 2005 Virgin College Mega Tour. "We are proud to return to the Virgin College Mega Tour as the presenting sponsor," says Vicki Lozano, Director, Breath Freshening. "We are always looking for new and interesting ways to broaden our consumer base and the Virgin College Mega Tour continues to help us do just that." 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. Launched in May 2003, Dentyne Fire is the first spicy cinnamon pellet gum. Building on the success of category leader Dentyne Ice, Dentyne Fire delivers long-lasting cinnamon flavor for bold, spicy experience. Dentyne Ice & Dentyne Fire are in the second year of their multi-year sponsorship of the Virgin College Mega Tour.