From the establishment of the National Scenic Byways Program, "protection and promotion" have been core goals for the growing collection of America's Byways®.
After the early years of establishing the Program and designing a marketing framework, America's Byways were showcased in two feature articles in the "Life" section in USA Today. The September 19, 1996, and June 9, 1998, articles provided instant national visibility to the young Program. FHWA has continued to provide local and national press with Program updates and travel stories promoting America's Byways®.
In 2003 the "See America's Byways" campaign was launched—a joint effort between FHWA and Travel Industry Association of America (TIAA). To launch the campaign, USA Today (2.6 million circulation) published an insert describing the byway system and showcasing some of the byway routes.
In addition to the press, FHWA has developed partnerships with travel writers and travel publications to provide additional visibility for the Program. FHWA partnered with Mobil Travel Guide in 2004 to develop a four-part regional series of guidebooks showcasing America's Byways®, and with National Geographic Society in 2005 for the National Geographic Guide to Scenic Highways and Byways (Third Edition, 2007). Honda Motorcycles' Red Rider magazine presented feature stories on byway travel in 2005 and 2006. In the electronic media market, FHWA partnered with Harley-Davidson in 2005 to promote the byway collection through a series of short videos of America's Byways® titled "Rockin Rides" that were featured on the Harley Davidson Network—an in-store video network shown at over 300 Harley Davidson dealerships across the country.
FHWA has actively marketed the National Scenic Byways Program at domestic and international travel show venues, including:
Increasingly, many individual byway groups and representatives are attending the travel shows to market their byway routes and corridors.
In addition to active marketing and promotion, FHWA is responsible for the America's Byways® maps, "Come Closer," and maintaining the collection's identity by registering the America's Byways® pennant logo. Program staff also assists State tourism offices in the marketing and promotion of the collection.