Whatever deadly drug violence happens in Mexico, stays in Mexico.
That's the message the city of Laredo is trying to send as drug cartels battle for dominance across the border in Nuevo Laredo.
Earlier this month, more than 50 people were killed in the span of a week there and the U.S. Consulate has warned Americans to stay away.
The San Antonio Express-News reported Sunday that the violence in Nuevo Laredo is taking a toll on Laredo's image.
That's despite the city having a lower violent crime rate than Dallas or San Antonio and just 10 homicides this year.
The city is trying to combat the stigma with a "Laredo is Safe" campaign that includes 17 yellow billboards around Texas.
Mayor Raul Salinas says the misperception has hurt tourism.