Onward NRV’s “Find Your Escape” Campaign Reaches 350,000+ People

Onward New River Valley promoted outdoor amenities throughout Virginia’s New River Valley to 350,000+ people during a six-week digital marketing campaign from September 3rd to October 14th. The organization reached individuals living in major cities within a six-hour drive of the NRV with the “NRV Outdoors: Find Your Escape” campaign.

Onward NRV’s goals for the campaign were to raise awareness about outdoor amenities in Virginia’s New River Valley and to attract talent to the region by capitalizing on recent data trends that have emerged since the beginning of the COVID-19 pandemic. These trends show that:

• Americans took up new outdoor activities in greater numbers in Q2 2020 than the same quarter in 2019, and
• 43% of urban residents were considering moving to a less densely populated areas due to the COVID-19 pandemic.

To achieve these goals, the organization promoted five videos during the campaign. The videos showcased individuals having a variety of outdoor adventures across Virginia’s New River Valley. There was one full-length, one-minute video and four shorter videos, each under 0:20.

Over the course of the six-week campaign:

• The videos reached 350,661 people
• 185,887 people viewed the videos
• 1,986 people liked, shared, or clicked on a video
• 830 people visited TheNRV.org/Outdoors website to learn more about the outdoors Virginia’s New River Valley



Watch the “NRV Outdoors: Find Your Escape” video:

The Blue Ridge Mountains are majestic, the New River flows steady, and there is always a place to Find Your Escape in Virginia’s New River Valley. Find yours at TheNRV.org/outdoors.



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Virginia’s New River Valley: Virginia’s New River Valley is an eclectic mix of interconnected small towns that each offer their own unique vibe and appeal. The region provides an abundance of cultural and social offerings due to the presence of three world-class universities, while retaining the charm and benefits of small-town living. The NRV is home to a diverse and innovative business community with companies that range from high-tech startups to foreign-based corporations to specialty agribusiness. These organizations benefit from the collaborative spirit of our region and a loyal, highly skilled, and educated workforce. The scenic beauty of the region also fosters a deep connection to nature, which is deepened by access to outdoor recreation and the preservation of our natural environment. It’s clear why Virginia’s New River Valley is “A Natural Fit.”

Onward NRV: Onward NRV is a public/private, regional economic development organization whose mission is to attract and retain world class jobs, investment, and talent in Virginia’s New River Valley. It’s also a movement where leaders from business, government, and higher education work together to promote the economic vitality of the region.