The first phase of a £1m scheme aimed at raising the profile of South West England and attracting investors and visitors to the region has been launched.

Backed by the South West Regional Development Agency (SWRDA), South West Tourism and the South West Regional Assembly and covering Cornwall, Devon, Somerset, Dorset, Wiltshire and Gloucestershire, the campaign will use the sign-off It's in our nature.

In its literal sense this will highlight the area's natural environment and in its figurative sense will focus on its business ethic, entrepreneurial spirit and regional pride.

The campaign - initially aimed at domestic UK audiences - will run between April and July and began in April by featuring tourism advertisements on London's tube; on road, rail and motorway service station posters and in the national press.

The business rollout to attract potential investors to the region will commence in May and concentrate on transport hubs and the leading business press.

Sue Piper, head of strategic marketing at the SWRDA, said: We believe our strategy of linking business and tourism under one campaign is a winner.

She continued: The south west attracts more tourist spending than any other region outside London, but we believe there is still tremendous potential for growth. At the same time we aim to boost the region's profile as a dynamic business environment.

Tourism is a key part of the area's economy, contributing £3.7bn to the region's GDP and supporting about 225,000 jobs. More than 21m people visit the region every year.

If the campaign is a success, a further £2m will be invested over the next two years. Details: www.southwestrda.org.uk