The Florida Lottery is reviewing a three-year PR contract with a search for an agency with a Sunshine State presence and $2M in annual billings.

The 23-year-old Lottery issued an "invitation to negotiate" with PR firms on June 17 with a deadline for proposals of July 11.

Florida Governor Rick Scott in February named the lottery's PR chief, Cynthia O'Connell, head of the nation's No. 3 lottery. She is a Hill & Knowlton/Tampa vet.

While the PR contract budget has been $250K-a-year, the Lottery said the scope of work has increased and projected a tentative budget for planning purposes of $1M.

MRD Consulting replaced Weber Shandwick in 2002 and has handled the account until its recent contract expired in December 2010.

The Lottery, which raises money for public education in Florida, plans to award a three-year contract for the development and maintenance of its public image and brand. It also calls for a revamp of the lottery website and social media efforts, along with tasks like media and publicity for new game launches.

A PR firm will be expected to work with its advertising agencies and other contractors, as required, and be capable of proving services for general and multi-lingual markets.

The Lottery said it desires a firm with a Tallahassee office, but will sub-lease space in its own headquarters to an agency if necessary

[O'Dwyer's subscribers: download the RFP (PDF).]