In May 2025, Onward New River Valley launched a targeted digital marketing campaign to coincide with the historic Metallica concert at Virginia Tech’s Lane Stadium on Wednesday, May 7. This campaign strategically tapped into the cultural energy surrounding the concert to reconnect with Northern Virginia Hokie alumni and encourage them to consider moving back to Virginia’s New River Valley for the next chapter of their lives and careers.
The campaign ran from May 5 to May 9 and directed traffic to the “Live Here” page on TheNRV.org using the lifestyle-focused “Find Your Place in the NRV” video and the “Virginia’s New River Valley” regional video. The messaging highlighted the region’s blend of innovation, quality of life, and opportunity. The campaign was designed to remind viewers that the NRV is more than just college memories and game-day traditions.
Campaign Performance:
- Website Visits to Live Here Page: 2,022
- Impressions: 432,043
- Reach: 279,644
- Engagement: 8,857
- Video Views: 179,902
- Audience: 97% Non-Followers
Metallica’s first-ever concert at Lane Stadium was a once-in-a-generation moment, drawing between 80,000 and 100,000 fans to the region. The energy, pride, and nostalgia tied to Virginia Tech and the NRV provided the perfect backdrop for the message: This place is more than a memory. It’s a future.
Read about the event here.
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.