History In Your Backyard: Bringing the Harriet Tubman Underground Railroad Byway to Life
Spring is here – a season for fresh starts, new adventures and exploring the stories that shape our communities. One meaningful way to get outside and discover history is along the Harriet Tubman Underground Railroad Byway. Initiated by the Underground Railroad Consortium of New York State (URCNYS), the Byway connects historical sites, landmarks and local treasures across New York tied to the Underground Railroad and the courageous people who sought freedom. Along the route, visitors can enjoy cultural sites, historic landmarks, and recommendations for dining, lodging, and recreation.
In 2025, URCNYS partnered with LáLew to develop a comprehensive communications strategy to elevate awareness and advocacy for the Byway. Led by LáLew Account Manager Christina Tartaro, our team conducted a thorough review of existing materials and created a suite of resources designed to engage audiences and streamline communications. Throughout the project, we worked closely with Phu Concepts to ensure the website and graphic design elements reflected the Byway’s history and mission.
Some of the key deliverables included:
A distinctive Byway logo with usage guidelines
Byway signage approved by the New York State Department of Transportation
A five-page website offering regulatory, planning, and historical resources
A printed brochure for both government and public-facing engagement
Trade show materials for repeated use at advocacy events
Thirty social media templates for Instagram and Facebook
These tools were implemented immediately by URCNYS as their primary communications system. Internal feedback highlighted improved efficiency in reaching new audiences, and the frameworks laid a sustainable foundation for ongoing engagement and education around the Byway.
As spring begins to bloom, it’s the perfect time to explore. The Harriet Tubman Underground Railroad Byway offers a meaningful travel experience - connecting visitors not just to New York’s rich history, but to the courageous paths forged by those in pursuit of freedom.
Looking to bring your communications projects to life? Contact us today at info@lalewpr.com.