Britain's market-leading music and entertainment merchant HMV will launch on Tuesday (Sept. 5) what it describes as its biggest-ever marketing campaign.

Britain's market-leading music and entertainment merchant HMV will launch on Tuesday (Sept. 5) what it describes as its biggest-ever marketing campaign.

The multi-media initiative will draw consumer attention to the retailer's new price points on CD and DVD product. HMV's chart CDs will now be advertised "from £7.95" ($15) with classic CDs at £5 ($9.5), £8 ($15) or £10 ($19). Chart DVDs will now be offered "from £12.95," ($24) with classic DVDs for £5 ($9.5), £7 ($13.3) or £10 ($19). Other variations on pricing will continue at HMV's outlets.

HMV's "Be Inspired" campaign will feature strong visual references, bringing together iconic artwork from music and film plus the retailer's brand. One such advertisement will utilize the art from David Bowie's 1973 album "Aladdin Sane," where the lightening bolt on the design has been converted into HMV pink.

Elton John, Paul Weller, Joy Division, Razorlight, the Killers and Mercury Prize-nominated artist Richard Hawley have lent their support to the project.

"This is a major campaign for HMV, which not only allows us to communicate a compelling message on price and multi-channel in an engaging way, but will hopefully serve to remind our customers of the specialist credentials we have built up over many years," comments HMV managing director Steve Knott.

Advertisements will roll-out in-store, online and across HMV's digital activities.

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