The region encompasses the six states of Connecticut, Maine, Massachusetts, New Hampshire, Rhode Island and Vermont.
Discover New England has issued a tender worth $145,000 (£86,000) for the awareness-raising work, which is currently with KBC PR.
A tender document seen by PRWeek states that the year-long brief, extendable by a further two years, will include liaising with the government-backed national marketing outfit Brand USA.
The document states that the winning agency will be tasked with targeting travel, trade and consumer press, tour operators, travel agents, consumers and airlines.
It adds that finalists in the pitch "may be" asked to present their plan in Boston, Massachusetts, with expenses paid for by the agencies involved.
KBC PR, which has handled the account for three years, confirmed that it would repitch.