A design consultancy is being sought by the Scottish Borders Tourist Board (SBTB) to fulfil a two-year contract.
An annual promotional budget of £1.1m is available and the area organisation hopes to make an appointment in the early stages of this year.
Consultancies will be tasked with adopting the strapline "Scotland's leading short break destination" to promote the region to its clearly defined target audience.
Kelso-based agency Morton Ward, the incumbent for the business, has been invited to repitch in the statutory tender.
Nicola Watt, customer relationship marketing manager, said: "All of our marketing activity has very specific objectives in line with our vision to promote the Borders as one of the top choices for our target audiences when they are thinking of taking a short break."
Interested consultancies should contact the SBTB before 8 January for further details of the tendering process.