It will be followed by an on-air campaign across all BBC channels beginning on March 29, comprising short films promoting the importance of BBC One in people's lives.
The BBC says it is spending £1.5m on the campaign, which will continue around 'appointment to view' programmes.
From April 1, the posters will highlight drama series Cutting It, Auf Wiedersehen Pet and Spooks, which are mainstays of BBC One's forthcoming spring and summer season.
"When our strategy was developed we realised we had underinvested in BBC One for some time,
said Jane Scott, BBC controller TV strategy and marketing.
The BBC is making the red graphic identity for BBC One more prominent.
This is expected to sound the death knell for the BBC One balloon.
Commercial broadcasters are critical of the BBC spending money on promoting BBC One, which overtook ITV1 in terms of total audience share for the first time in 2001.
Analysis, page 15.
.jpg)
.jpg)