The campaign highlights the region's quality of life

South West councils and some of the region's leading businesses are joining together for the launch of SW1.

Its aim is to target specific government departments which have been earmarked for relocation.

The SW1 is a joint partnership between Cornwall and Devon County Councils and Plymouth City Council.

The region should be in pole position to attract these jobs Danielle Atkins, Cornwall Pure Business

Cornwall Pure Business has co-ordinated a dedicated website and brochure for the campaign, which is being backed by several businesses, including BT, EDF Energy and First Group.

Robin Teverson, chairman of SW1, says the campaign highlights the region's environment, quality of life, skilled workforce and innovative communications technology.

He said: "SW1 will put the South West well and truly on the map with Whitehall mandarins who are tasked with fulfilling the Chancellor's pledge of relocating 20,000 civil service jobs out of London in the next few years."

High-profile

A series of meetings with government departments is planned.

These will include the Environment Agency, Ministry of Defence, Department of Culture, Media and Sport and the Department for Environment, Food and Rural Affairs.

Danielle Atkins, from Cornwall Pure Business, says the campaign will focus on attracting the sort of departments which will be compatible with the South West.

She said: "With the government's emphasis on workers achieving the right work-life balance and the host of facilities on offer, the region should be in pole position to attract these jobs."

The campaign will use the examples of the Met Office in Exeter and the Land Registry in Plymouth to show the region is well able to handle large high-profile relocations.