The ongoing campaign to remake Baja's tarnished image — May 21, 2013 by Take Two Show published on 2013-05-21T18:42:22Z Carol Arthur (R) and Tammy Delu, from Seattle, sit at a bar along the beach April 1, 2009 in Rosarito, Mexico. The tourist industry in some northern Mexican resort towns is feeling the effects of the ongoing drug war, as students from the U.S. are curtailing their spring break plans and traveling domestically instead. ; Credit: Sandy Huffaker/Getty Images 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.