Pontiac and Virgin Megastores are enhancing their co-branded marketing strategy with the placement of merchandising towers in all 13 of the chain's North American outlets, beginning this week.

The Pontiac Towers, created by Leo Burnett Detroit and Virgin Megastores, will feature music from the Pontiac sponsored Virgin Recommends CDs promotion, and albums from emerging artists that have been featured in Pontiac advertising, as well as Pontiac-branded merchandise and interactive TV screens where customers can view Pontiac Garage concert performances, according to the Virgin Entertainment Group North America.

As part of the expanding relationship, Virgin Megastores will become Pontiac's musical experts by licensing at least 30 songs a year to the auto giant, for use in Pontiac TV commercials and online promotions as well as helping to choose and land artists for the Pontiac Garage concerts.

"Music plays an incredibly important role in getting consumers excited about the Pontiac brand," Mark-Hans Richer, marketing director at Pontiac, said in a statement. "I think brands and bands can make each others' products better, so the goal is to find opportunities that benefit everybody involved.

The marketing relationship began with Pontiac sponsoring the Virgin College Mega Tour. "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," said VEGNA senior director of marketing Dee Mc Laughlin. "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."