BBC Scotland has launched a new campaign to promote its soap, River City, which will launch next week.

The campaign will run across one hundred poster sites across the country, alongside TV, radio and online trails.

The online is being handled by Perfect Storm.

The campaign’s slogan, ‘Dangerously Close to Real Life’, aims to highlight the familiarity of the soap’s characters and their storylines.

Pauline Platt from BBC Scotland, explained; “The campaign’s aim is to introduce new audiences to the soap, and let them see where it now sits five years from its introduction, with gripping storylines and a vibrant and varied cast.  The posters, television trails, radio trails and online advertising feature key characters from the show, juxtaposing the positive and negative sides of their personality.”

Jill Taylor, director at family, added, “It’s not often great briefs like this come along. We aimed to make the characters feel interesting but at the same time believable. We are very pleased with the way the campaign has developed.”

The television trails will air from Friday, while online and billboard adverts will launch on Monday 5 May.