Virgin Megastores to rock Oxford St.(News)

Virgin Megastores is flagging up its rock'n'roll credentials in a newly-launched campaign to push a 1m [pounds sterling] revamp of its Oxford Street store.

The six-figure "Roxford Street" campaign, which is launched today (Monday) across the London Underground, will highlight what head of marketing Andy Kendrick says is a bid by the retailer to "put some rock'n'roll back into Oxford Street".

In an effort to differentiate itself from other outlets selling music, Virgin has drastically extended the CD and music DVD ranges in the flagship store, while adding music instrument seller Sound Control to the ground floor.

Kendrick says, "The last refit of the store was about three years ago and going back and looking at it again we felt there was a need to be more rock 'n' roll. There are a lot of bland, white boxes on the High Street and what we wanted was to capture the spirit of live music and the energy ...