The Lone Star State has kicked off a review of its tourism PR account for the Americas as it tries to broaden perceptions beyond its cowboy image.

texasThe Office of Gov. Rick Perry oversees the Texas Economic Develop and Tourism Division, which released an RFP on July 16 covering strategic travel and tourism PR for the state. Texas, which uses it "It's Like a Whole Other Country" tagline, wants a "responsible, accurate and positive image" cultivated as it is pitched as a premier destination.

Edelman is the incumbent firm for the US, picking up the account in its 2010 acquisition of Vollmer PR. VoX International works PR in Canada.

The RFP notes "many domestic and international travelers have a stereotypical and one-dimensional image of Texas, recognizing the state for its rich cowboy image and western heritage, but also perceiving the state to be a hot, flat, dry and dusty place with limited appeal as a travel destination."

Travel spending supports nearly 600K jobs and has a $67B impact on Texas per year, one of the largest industries in the second largest state.

A two-year contract is expected to result from the review with a two-year renewal option.

Proposals are due Aug. 1.

View the RFP (link)