Popular image of the 'Podlasie' region consists of general impressions that the receiver is left with after the contact with texts such as web pages, brochures edited by local authorities, guidebooks or academic texts. When dealing with them the reader expects not only bare facts but also a coherent image of a region. The source of popular images can also be a film or a short story. Such texts create images exerting subconscious influence - when the reader pays attention to something else. All the mentioned types of texts use different strategies to create the image of a region. Strategies can be useful tools of academic research. They help to analyze the authoress' intentions and means of achieving communicational aims as well as clichés and conventions she used. The problem with the term 'strategy' may be its slightly pejorative (in Polish) connotations which include strict control over the text or even manipulation. In this article the term 'strategy' is used to describe a kind of discourse, both the cultural and social way of communication. Due to that, strategies of building popular images are more collective than individual phenomena. This article covers the analysis of strategies used by authors of official brochures and web page administrated by local authorities, guidebooks, picture albums, academic texts and films. Through the variety of those texts it is possible to enrich the analysis of verbal content with investigation of its visual aspect.