With the help of a handful of the world's hottest lingerie models, each dressed in an outfit inspired by mobile communications, Virgin Mobile flipped the switch on its new HSPA network.

"Since our launch, Virgin Mobile has consistently challenged itself to be the leader in delivering a brilliant customer experience, and today is the start of a whole new world for Canadians in the choices they have open to them," said Sir Richard Branson, Chairman of the Virgin Group via a taped message.

Lingerie models wearing unique creations by Canadians designers helped unveil the new products and services in a fashion show in Toronto. The fashions inspired by these new products were also autographed by the models, and will be auctioned off to help raise money for Virgin Unite's relief work in countries like Haiti.

"As we boost our line-up with the smartest of smartphones like the BlackBerry Bold and other iconic brands, Virgin Mobile is now a true option for people searching for the best phones, the best experience, the best network and the best monthly plans," added Robert Blumenthal, President, Virgin Mobile Canada. "Today, Virgin Mobile is transforming itself from being predominantly a prepaid player to a company that is truly taking on the contract and monthly plan market. With global roaming, a super-fast network, and a whole range of exclusive add-ons, this is just the beginning".

Products unveiled today include the BlackBerry Curve 8530 in both classic black and hot purple, the BlackBerry Bold 9700, the Apple iPhone, the Novatel Ovation HSPA mobile Internet stick, and a Novatel MiFi Portal that can create a hotspot where up to five people cab connect to the ‘Net simultaneously.

Also launched today was Virgin Mobile's new "customer experience." Branded the Members Lounge, playing on the exclusivity and benefits of getting behind the velvet rope, these VIP customers will be provided member-only benefits, perks, and exclusive access to events, contests and freebies.

"With Virgin Mobile, you're not just a customer or a number - you're a part of something bigger and better," adds Blumenthal. "It's your Virgin Mobile mission control for you to manage your account, get the latest news on hot deals, access to the coolest events and surprise giveaways both on and off your mobile phone." Some of the specials cited included a line-bypass at nightclubs, a clever tie-in to the long history the Virgin brand has had in the music industry.

Other services mentioned today include the Virgin Mobile Live, Visual Voicemail and Voicemail to Text and free Wi-Fi at Starbucks locations. Virgin Mobile's new phones and products are available nationwide at the Bell-owned The Source locations (coincidentally, Bell also fully owns Virgi Mobile Canada), Virgin Mobile retail stores, and online at www.virginmobile.ca. Select Virgin Mobile phones will also be available at other Virgin Mobile retail partners including Best Buy, Future Shop and Wireless Wave.

When asked how Virgin is stepping up in the wireless war brewing and how the company plans to compete, one unnamed Virgin staff simply enthused: "We're cooler, and we have Sir Richard!"

Robert Blumenthal, President, Virgin Mobile Canada surrounds himself with a bevy of Victoria's Secret models in celebration of the debut of the company's HSPA high-speed network.

Click HERE to check out the pictures from the runway!

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