It is recognized that to date there has been an overemphasis on received images and their impact on the selection and evaluation of tourist destinations; this paper will therefore focus on projected images. While the merit of both semiotic and discursive approaches to analysing place image are recognized, it is proposed that the discursive approach is more appropriate as it takes into account the advantage of deriving meaning from its broader context. Drawing on examples from Liverpool, UK, the discussion indicates firstly, how projected image is formed by a complex and dynamic network of agents and secondly the implications for urban regeneration. Particular reference is made to the influence of the media, the circle of growth and the promotion of culture. Importantly, it is argued that while projected images can influence perceptions, the consumer also plays a key role in this process. It is concluded that while image campaigns can play a role in the regeneration of the urban landscape, drawing on the cultural dynamics of the local population could enhance it further.