The Census Bureau developed the 2010 Census Portrait of America Road Tour as a supplement to the 2010 Census Integrated Communications Program to further promote census participation throughout the nation. The road tour was implemented by the Census 2010 Publicity Office, Public Information Office, Field Partnership and Data Services Branch, and the 12 Census Bureau regional offices. There were 13 vehicles, one for each of the 12 regional offices and one national vehicle. The vehicles were specifically designed to educate, engage, and encourage participation across the entire population. The road tour delivered an interactive experience integrated with the rest of the communication efforts through the use of common images and digital media as it aimed to reach hard-to-count populations in their communities. Messaging included in the tour materials affirmed that census participation was safe, easy, and important.

The road tour brought the 2010 Census to towns and cities across the country, generating grassroots efforts, encouraging neighborhood events, and garnering media attention. The vehicles traveled to festivals, sporting events, schools, libraries, housing projects, and street corners throughout the United States.