diff --git a/.travis.yml b/.travis.yml
index ec0a07b8b29..96118d41b60 100644
--- a/.travis.yml
+++ b/.travis.yml
@@ -40,6 +40,7 @@ env:
     - secure: 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
 
 install:
+  - docker rmi $(docker images -q) || true
   - make install_ci
   - if [ "$ALL_IN_ONE" == true ]; then bash ./travis/install-ui-deps.sh ; fi
   - if [ "$DOCKER" == true ]; then bash ./travis/install-ui-deps.sh ; fi
diff --git a/Makefile b/Makefile
index 70af95c09e2..31ba9f94fe8 100644
--- a/Makefile
+++ b/Makefile
@@ -29,7 +29,7 @@ PASS=$(shell printf "\033[32mPASS\033[0m")
 FAIL=$(shell printf "\033[31mFAIL\033[0m")
 COLORIZE=sed ''/PASS/s//$(PASS)/'' | sed ''/FAIL/s//$(FAIL)/''
 DOCKER_NAMESPACE?=$(USER)
-DOCKER_TAG?=local
+DOCKER_TAG?=latest
 
 .DEFAULT_GOAL := test-and-lint
 
diff --git a/crossdock/docker-compose.yml b/crossdock/docker-compose.yml
index 883d12e2ebc..654f156041b 100644
--- a/crossdock/docker-compose.yml
+++ b/crossdock/docker-compose.yml
@@ -65,6 +65,7 @@ services:
 
     test_driver:
         build: .
+        image: jaegertracing/test_driver:latest
         links:
             - cassandra
         depends_on:
diff --git a/crossdock/rules.mk b/crossdock/rules.mk
index 1c8ae3bd7fa..cd7c1687763 100644
--- a/crossdock/rules.mk
+++ b/crossdock/rules.mk
@@ -44,10 +44,7 @@ crossdock: $(SCHEMA) crossdock-copy-bin
 
 .PHONY: crossdock-fresh
 crossdock-fresh: $(SCHEMA) crossdock-copy-bin
-	docker-compose -f $(XDOCK_YAML) kill
-	docker-compose -f $(XDOCK_YAML) rm --force
-	docker-compose -f $(XDOCK_YAML) pull
-	docker-compose -f $(XDOCK_YAML) build
+	docker-compose -f $(XDOCK_YAML) down --rmi all
 	docker-compose -f $(XDOCK_YAML) run crossdock
 
 .PHONE: crossdock-logs
diff --git a/travis/build-all-in-one-image.sh b/travis/build-all-in-one-image.sh
old mode 100644
new mode 100755
index dfb91329e6a..7595fb9a6ce
--- a/travis/build-all-in-one-image.sh
+++ b/travis/build-all-in-one-image.sh
@@ -10,13 +10,13 @@ make build-all-in-one-linux
 
 export REPO=jaegertracing/all-in-one
 
-docker build -f cmd/standalone/Dockerfile -t $REPO:$COMMIT .
-export CID=$(docker run -d -p 16686:16686 $REPO:$COMMIT)
+docker build -f cmd/standalone/Dockerfile -t $REPO:latest .
+export CID=$(docker run -d -p 16686:16686 $REPO:latest)
 make integration-test
 docker kill $CID
 
 # Only push the docker container to Docker Hub for master branch
-if [[ "$BRANCH" == "master" && "$TRAVIS_SECURE_ENV_VARS" == "true" ]]; then
+if [[ ("$BRANCH" == "master" || $BRANCH =~ ^v[0-9]+\.[0-9]+\.[0-9]+$) && "$TRAVIS_SECURE_ENV_VARS" == "true" ]]; then
   echo 'upload to Docker Hub'
 else
   echo 'skip docker upload for PR'
diff --git a/travis/build-crossdock.sh b/travis/build-crossdock.sh
old mode 100644
new mode 100755
index d49aabbeb8d..2bf36762d00
--- a/travis/build-crossdock.sh
+++ b/travis/build-crossdock.sh
@@ -14,7 +14,7 @@ else
   exit 0
 fi
 
+# docker image has been build when running the crossdock
 export REPO=jaegertracing/test-driver
-docker build -t $REPO:$COMMIT ./crossdock
-
+docker tag $REPO:latest $REPO:$COMMIT
 bash ./travis/upload-to-docker.sh
diff --git a/travis/build-docker-images.sh b/travis/build-docker-images.sh
index 3126150f6f2..cfc05427629 100755
--- a/travis/build-docker-images.sh
+++ b/travis/build-docker-images.sh
@@ -21,7 +21,6 @@ source ~/.nvm/nvm.sh
 nvm use 6
 
 export DOCKER_NAMESPACE=jaegertracing
-export DOCKER_TAG=${COMMIT:?'missing COMMIT env var'}
 make docker
 
 for component in agent cassandra-schema collector query
diff --git a/travis/upload-to-docker.sh b/travis/upload-to-docker.sh
index ef501ca0922..ba2df97c0e1 100644
--- a/travis/upload-to-docker.sh
+++ b/travis/upload-to-docker.sh
@@ -3,7 +3,7 @@
 set -e
 
 BRANCH=${BRANCH:?'missing BRANCH env var'}
-IMAGE="${REPO:?'missing REPO env var'}:${COMMIT:?'missing COMMIT env var'}"
+IMAGE="${REPO:?'missing REPO env var'}:latest"
 
 unset major minor patch
 if [[ "$BRANCH" == "master" ]]; then
@@ -20,21 +20,19 @@ else
 fi
 echo "TRAVIS_BRANCH=$TRAVIS_BRANCH, REPO=$REPO, BRANCH=$BRANCH, TAG=$TAG, IMAGE=$IMAGE"
 
-DOCKER=docker
-$DOCKER login -u $DOCKER_USER -p $DOCKER_PASS
-
-# Do not enable echo before the `docker login` command to avoid revealing the password.
-set -x
-
-$DOCKER tag $IMAGE $REPO:$TAG
-$DOCKER tag $IMAGE $REPO:travis-$TRAVIS_BUILD_NUMBER
-# add major and major.minor as aliases
+# add major, major.minor and major.minor.patch tags
 if [[ -n $major ]]; then
-  $DOCKER tag $IMAGE $REPO:$major
+  docker tag $IMAGE $REPO:${major}
   if [[ -n $minor ]]; then
-    $DOCKER tag $IMAGE $REPO:${major}.${minor}
+    docker tag $IMAGE $REPO:${major}.${minor}
+    if [[ -n $patch ]]; then
+        docker tag $IMAGE $REPO:${major}.${minor}.${patch}
+    fi
   fi
 fi
 
-# TOOO why are we pushing as $REPO instead of $IMAGE?
-$DOCKER push $REPO
+# Do not enable echo before the `docker login` command to avoid revealing the password.
+set -x
+docker login -u $DOCKER_USER -p $DOCKER_PASS
+# push all tags, therefore push to repo
+docker push $REPO