It will introduce the strapline ‘Devon - world class holidays - also available to locals'.
The campaign will initially be targeting visitors from the Midlands on ITV1 Central throughout July. The ad, by agency RH Advertising, will make its debut on ITV1 Central on Wednesday 1 July during The Bill.
The 40-second TV clip shows the beautiful scenery the county has to offer and takes a light-hearted look at the travel hassles involved in an overseas holiday.
The south-west is hoping for a strong summer season and that the economy and weak pound will discouraging people from going overseas.