Bringing Vision to Life: Coordinated Strategy, Branding and Creative Leadership for the Harriet Tubman Corridor
The Underground Railroad Consortium of New York State (URCNYS) engaged LáLew Public Relations to lead a two-phase, statewide marketing initiative elevating New York’s Underground Railroad history and building the foundation for the new Harriet Tubman Underground Railroad Corridor. With dozens of partner sites, multiple committees, and a new heritage tourism brand in development, the project required sophisticated coordination, strategic clarity and cohesive messaging. LáLew served as the central project manager and strategic lead, guiding all research, creative, digital and partner collaboration from concept through delivery.
Our work:
Phase 1: Statewide Destination Marketing Strategy
LáLew directed the development of a full marketing framework to strengthen URCNYS’s visibility and unify its statewide storytelling. Our work included:
Comprehensive market analysis to identify national + international audiences interested in African American culture, American history and human rights
A full messaging and storytelling system built on ethical historical interpretation
Digital campaign strategy and management, including creative direction, SEO-driven content, media recommendations and cross-platform coordination
Content and brand toolkits to support partner sites across all 62 counties
Creative standards and guidance for photography, videography and copywriting across the statewide network
This phase established the marketing direction that now drives all URCNYS outreach.
Phase 2: Branding & Creative Strategy for the Harriet Tubman Corridor
As URCNYS prepared for the Corridor’s future Scenic Byway designation, LáLew led the team that developed the full brand and marketing strategy, including:
A complete Corridor brand identity, featuring the primary logo system to be used across all print materials, digital assets and future byway road signs required for Scenic Byway designation
Design of high-impact creative assets to bring the brand to life across multiple touchpoints
A CMP-aligned marketing plan supporting the state’s Scenic Byway application process
Collaboration on the Tubman Corridor website, shaping content strategy, SEO structure and visual expression of the new brand
Production of digital and print assets for ongoing marketing campaigns, ensuring cohesive brand expression across all channels
Development of a multi-format Corridor map with integrated narrative elements connecting visitors to sites across the 450+ mile route
Every deliverable was built to honor Tubman’s legacy, elevate Freedom Seeker narratives, and support inclusive heritage tourism.
Our impact:
Through strategic leadership and disciplined project management, LáLew PR delivered a cohesive, scalable marketing foundation for one of New York’s most significant cultural initiatives.
Our partnership with URCNYS resulted in:
A unified statewide identity across 35+ historic sites
An adaptable, future-ready brand system for the Harriet Tubman Corridor
Stronger digital visibility and SEO-ready content
A comprehensive messaging framework supporting accurate, dignified storytelling
Consistent visuals and assets across print, digital and experiential touchpoints
Streamlined collaboration among historians, creatives, agencies and statewide stakeholders
Most importantly, the work positions URCNYS to share the stories of Harriet Tubman, Freedom Seekers and abolitionist communities with clarity, integrity and long-term impact.