New Mexico, the "Land of Enchantment" which is in the midst of a tourism boom, has kicked off a review of its travel PR account.

The NM Tourism Dept. released an RFP on Oct. 19 for PR to support its overall advertising and maketing efforts, noting its 2011 brand revamp has achieved record visitation from key markets like New York, Dallas, San Diego and Chicago. Prior to that overall, the state fought perceptions that it was a "hot, dry desert with very little to do," according to the RFP. 

The state last reviewed the account in 2012. Tucker & Associates is the incumbent and Development Counsellors International has previously worked with the state. 

Budget is set at $100K.

Proposals are due Nov. 20. View the RFP (PDF).