Tourism in the Mexican border state of Baja California plummeted in recent years, the victim of bad press and drug war violence. Baja's historic reputation for sun and surf was eclipsed by the headlines. But in 2010, the state contracted with an American public relations firm to help fix its image abroad.
For the Fronteras Desk, Erin Siegal McIntyre reports on the ongoing campaign to shift public attention from homicide and crime to tacos, art, and wine.