The campaign - 'Discover Devon Naturally' - will push activities such as surfing, paragliding, rock-pooling, fishing, badger spotting, hawking and walking during the nationwide PR strategy.
The Midlands, the South-East and the rest of the South-West - areas the council says have good transport links to Devon - will be the focus of a regional press and broadcast media relations campaign.
Potential visitors from Ireland and Scotland, who can fly to Exeter or Plymouth airports, will be targeted in the drive, which will also approach the sports and leisure press.
Flagship Consulting, which has previously managed the council's tourism PR, has been rehired for two years following a competitive tender to handle the campaign.
Flagship head of travel and leisure Sophie Norris said the campaign is targeting affluent tourists interested in culture.
The agency is also promoting Devon's Green Tourism Initiative, an environmentally friendly code of conduct, to local businesses.
The overall account is worth £60,000 per year.