The images people hold about any city affect its ability to attract tourists, shoppers, and investment. This study of urban image in Tijuana examines institutional place promotion efforts in two vital sectors: industry and tourism. It also explores a diverse set of efforts to shape city image from the bottom-up, through blogs, grassroots organizations, and entrepreneurialism. This analysis of differently positioned actors working to shape perceptions in a time of crisis illustrates how "urban image work" comprises a broader phenomenon than urban branding or place promotion, and one that better captures political contestation over rival city images.