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The work is the biggest since the channel launched in March 2002 and will run on TV, radio and the internet.

The centrepiece of the activity, developed by BBC Broadcast, is an execution which will break this week to promote BBC Four as 'The place to think'.

The activity is intended to open up BBC Four to a less highbrow audience by showing scenarios featuring unconventional thinking places. TV and radio ads support the brand message by previewing forthcoming programmes on the channel, including Alan Clark's Diaries and the Bosnian film No Man's Land.

Online activity features a virtual character, BBC Four Guy, who takes users on a tour through the channel's programming and content.

BBC Four's viewing figures are on the rise following the success of its documentary on the National Trust, which was watched by 350,000 people - a record for the channel.