An attempt to attract some of the 20,000 civil service jobs being relocated from London is gathering momentum in Devon and Cornwall with the launch of a targeted campaign.

South West councils have joined together for the launch of SW1 which aims to target specific Government departments that have been identified for relocation as part of the recent Lyons Review.

The SW1 campaign is a joint partnership between Cornwall and Devon County Councils and Plymouth City Council, backed by some of the region's leading companies such as BT, EDF Energy and First Group.

SW1 chairman Robin Teverson said the campaign would highlight the region's environment, quality of life, skilled workforce, education provision, and the availability of land and buildings.

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."

The next step in the campaign will be a series of meetings with government departments, including the Environment Agency, Ministry of Defence, Department of Culture, Media and Sport and the Department for Environment, Food and Rural Affairs.

The campaign is supported by a dedicated website at www.swpeninsula.co.uk and a brochure.

Danielle Atkins, from Cornwall Pure Business, said: "This is a very focused campaign that aims to attract the sort of departments which will be compatible with the South West.

"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."

Supporting the campaign, Cllr Derrick Spear of Devon County Council added: "The region has proved that it can handle high-profile relocations such as the Met Office in Exeter and the Land Registry in Plymouth, and we're pleased to be throwing our weight behind this campaign."