Virgin Entertainment Group will reprise its college tour with Dentyne returning as presenting sponsor.
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| Virgin drew 50,000 fans with its 2004 tour |
This is the second year of a multi-year deal that puts Dentyne Fire & Ice as the top tour sponsor. Other sponsorship deals are pending.
The 20- to 22-campus Virgin College Mega Tour hosts on-campus concerts by hot bands CAKE, Gomez and Robbers On High Street. A “daytime village” includes an emerging-artist stage, karaoke booth, contests and product demos.
The tour runs April 5 through May 8. Last year’s tour reached 50,000-plus students on 19 campuses. Integrate Marketing, Chicago, handles the tour.
“The Virgin College Mega Tour is a great way for us and our partners to connect with the college market,” said Virgin CMO David Alder in a statement. “Hosting these shows on campus is a great way to communicate directly with the student audience.”
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