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TWRA marketing team reports $4.5 million in attributable revenue; commissioners ask for expansion plan
Summary
TWRA marketing director presented FY25 advertising, social and email results — reporting $4.5 million in attributable revenue and 37.5 million impressions — and commissioners asked staff to prepare a formal campaign expansion proposal for commission review.
TWRA’s director of public relations, Emily Buck, told the commission that the agency’s marketing program generated roughly $4.5 million in attributable revenue and 37.5 million impressions in fiscal year 2025, and she outlined how two funding sources (a licensed-vendor marketing pot and a state marketing budget) were used to buy digital ads, stadium and print placements, influencer partnerships and in-kind outreach.
Buck said the agency’s branded vendor fund (derived in part from the sale of collectible “hard cards”) and contracted marketing services (Brandt/MGH) supplied roughly $226,000 in campaign dollars for digital ad buys; an additional state-marketing pot of…
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