New diver acquisition is the lifeblood of the dive industry, continuously filling the pipeline for scuba instruction, equipment sales, dive travel and conservation activities. Recognizing that this growth is critical for dive businesses’ and dive professionals’ success, PADI has launched Live Unfiltered – a new, bold marketing campaign that reaches beyond the dive industry’s borders to fuel a desire for diving among new audiences and connect new customers with PADI Members.
Attracting and Converting a New Audience to Become Divers
With 8 out of 10 divers worldwide choosing PADI certification, the brand is already a household name among divers and in the dive industry. And while PADI will continue to market within the industry, Live Unfiltered maximizes PADI scuba diving’s visibility in new markets through highly relevant topics important to today’s consumers. Primarily targeting youth audiences between 19 and 26 years old, the campaign shares the membership’s collective passion for positively transforming lives and creating ocean change by making the wonders of the underwater world available to all. Inspiring stories will reveal the beauty and adventure of diving in a memorable way, encouraging people to “Get Your PADI” and explore the ocean themselves.
Unprecedented Investment to Generate Unprecedented Demand for PADI Members
Live Unfiltered represents the organization’s largest new diver acquisition campaign investment to-date. PADI has contracted an award-winning sports marketing agency to assist in developing the campaign strategy, positioning and targeting. Working closely with global and regional PADI staff, the campaign is being executed globally, and with regional customization to ensure relevance among local audiences.
PADI Members Can Leverage Live Unfiltered Campaign Assets, Too!
PADI Members can also leverage the campaign to target new prospects in their local areas. A new Diver Acquisition Marketing Toolkit featuring Unfiltered campaign assets is now available in the new PADI Marketing Hub at the PADI Pros’ Site. Currently available in English, German, Spanish (Latin America) and Thai, additional toolkit languages will be added throughout the month.
Contact your PADI Regional Marketing Team for more information regarding the toolkit. And, stay tuned for more information and updates about this new and exciting campaign!
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Business Support, Marketing, diver acquisition, Live Unfiltered, marketing campaignPADI Pros