DEVON County Council has launched a challenge to people across the UK to be more responsible about taking holidays, focusing on the benefits of domestic travel and highlighting Devon's green' achievements.

The challenge will be supported with an extensive advertising campaign starting tomorrow (Saturday, April 14).

The campaign, using the slogans, "The Perfect Answer to Global Warming? Devon Chillin'" and "Leave a Smaller Footprint on Holiday", will run as full page open letters in The Times, The Telegraph and The Guardian. The open letter is also being advertised in 25 London tube stations in and around Westminster, St James' and Tower Hill as well as on tube cards. The campaign, developed by Exeter-based agency RH Advertising, will run for two weeks.

Councillor Humphrey Temperley, Devon County Council executive member for economy, strategic planning and regional affairs, said: "This is the final part of the Discover Devon Naturally campaign pioneered by the County Council and aims to create a perception change about Devon from its traditional image to a visionary and pioneering 'green' county; the sort of place discerning travellers should seek to visit.

"We are hoping that this campaign will encourage environmentally friendly tourists to visit and help preserve Devon."

The advertisements are the first wave of the campaign highlighting responsible domestic travel by Devon County Council.

The county has designated Tuesday, April 24, as Devon Carbon Free Day, attempting to offset the amount of CO2 emitted by visitors to Devon over the 24 hour period - estimated to be 2,500 tonnes.