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The dynamics in the fishing industry have changed significantly over the last decade. Baby boomers are starting to age out of the sport, and millennials – the largest demographic group primed to replace them – are not fishing and hunting in the same numbers as older generations did. The Idaho Department of Fish and Game came to Stoltz with one goal in mind: recruit and retain millennial license holders. We knew that to hook this target audience, we’d have to entice them to engage, educate on how easy it is to pick up the sport, and share the many benefits that go far beyond that moment of “Fish on!”

Tactics: Microsite, Digital Advertising, Social Media, Video and Photoshoot, Instagram Influencer Campaign, Event and a UGC contest