New Mexico has tabbed Dallas-based Tucker & Associates to guide tourism PR for the state, following a review kicked off in January.
The state was dangling a $75K pact through June 30, the end of its fiscal year, with an extension for up to three years to be determined at that time.
Tucker is led by former Patrice Tanaka & Co. VP Lori Tucker, who is also a former PR director for Hyatt Hotels.
New Mexico brought in former PepsiCo marketing exec Monique Jacobson last year to overhaul its tourism marketing.
Development Counsellors International and Ballantines PR have worked the business in recent years.