Angling for Adventure: MassWildlife’s Fishing the Ultimate Escape

Angling for Adventure: MassWildlife’s Fishing the Ultimate Escape

The Massachusetts Division of Fisheries and Wildlife (MassWildlife) sells freshwater fishing, hunting, and trapping licenses and uses the revenue to fund wildlife and habitat conservation. MassWildlife restores, protects, and manages land for wildlife to thrive and for people to enjoy. In addition to their conservation efforts, MassWildlife offers educational programs, workshops, and resources to foster a deeper appreciation for wildlife conservation among residents.

In 2021 and 2022, we had the privilege of collaborating with MassWildlife on a dynamic ad campaign spanning Google and Social Media platforms. This campaign aimed to recruit new fishing participants by increasing their awareness of fishing, retaining and reactivating former fishing license buyers, and encouraging them to renew their licenses. By employing a strategic approach, we targeted a diverse range of audiences, including outdoor generalist women anglers, out-of-state outdoor enthusiasts new to fishing, and local nature enthusiasts.

About MassWildlife

MassWildlife is the guardian of Massachusetts’ freshwater fish and wildlife, serving as the protector of endangered species, habitats, and outdoor recreational opportunities. Their commitment to conservation extends to providing educational resources that foster a deeper understanding and appreciation of wildlife.

Impact and Results

Our Approach

Tomo360 worked with the MassWildlife staff to develop relevant targeting parameters such as audience demographics, geography, time of day, platform, and audience behavior and interests. We provided paid Google and Facebook/Instagram advertising during the spring and summer to promote fishing license sales. Ads ran from May 2023 through August 2023. Our strategy for the campaign focused on ensuring less audience overlap, adding a Spanish- speaking audience, creating a landing page, targeting event- specific locations, using the Ad budget early, and using more video content.

Our strategic approach included the following key elements:

  • Audience Expansion: We identified and engaged new audiences, including outdoor generalist women anglers and out-of-state novice fishers, using tailored interests and zip code targeting.
  • Social Media Ads: Engaging and visually appealing social media advertisements were crafted to capture the attention of potential license buyers.
  • Google Ads: Strategic Google ads complemented the campaign, reaching a broader audience interested in fishing.

Campaign Results

The campaign delivered impressive results:

  • Over 6.7 Million Impressions: The campaign achieved a remarkable reach, generating over 6.7 million impressions.
  • 55,000 Website Link Clicks: A total of 55,000 link clicks directed users to the MassWildlife website for fishing license information.
  • Over 1 Million Reach: The campaign reached over a million potential license buyers and outdoor enthusiasts.
  • Reduced CPC: The Cost Per Click (CPC) decreased from $.67 to $.49 compared to the previous year, reflecting cost-efficiency.


In conclusion, the collaboration between Tomo360 and MassWildlife produced outstanding results in promoting freshwater fishing licenses. By expanding the audience and employing effective social media and Google ads, the campaign not only achieved its objectives but also reduced costs. This case study underscores the effectiveness of strategic digital marketing in engaging and expanding the outdoor enthusiast community.

  • +55K

    Website Link Clicks on Social Media Ads.

  • $0.49

    CPC Reduction, decreasing from $.67 from the previous year.

  • +6.7 million

    Impressions on Social Media Ads.

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