The Plot: BMG set to dedicate its biggest TV spend this year to Britney Spears’ forthcoming Greatest Hits set.

The slogan “I Love Britney” is set to be drilled into the nation’s consciousness in the coming weeks as part of the heavyweght marketing campaign for Britney Spears’ forthcoming hits collecion.

“It will be the biggest TV spend by BMG this year”, says product manager Ben Karter, who is working with the campaign.

A number of images from the singer’s career will be used to generate a sense of history around the album, which contains 16 UK Top 10 singles, of which six were number ones.

“There are six key moments in Britney’s image, ranging from the school girl to the PVC catsuit”, says Karter. “We will be using these in a massive teaser campaign which will generate a sense of nostalgia for Britney”

The week of the album’s release will also see an I Love Britney exhibition at London’s ICA, featuring some of the singer’s most iconic images to date.

BMG is also hoping that Britney’s forthcoming single, My Prerogative, will hit the number one spot on the day before the album’s release on November 8, which will take the singer’s tally of UK number ones to three since the start of the year.

“2004 has been Britney’s most successful year in the UK and this is the first Britney album on BMG, so there is plenty to shout about,” says Karter. thanks

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