Throughout the end of November and December, the PADI® Live UnfilteredTM campaign is focusing on how diving promotes relationships and connecting with others in a new campaign: Connection Unfiltered. As the holidays approach and people spend quality time with loved ones, concentrating on connections will support the primary goal of the Live Unfiltered campaign: new diver acquisition. Consequently, sharing stories on diving as a hobby people can share with friends, families, and partners may fill the pipeline for scuba instruction, dive travel, equipment sales, and events.
Recognizing that industry growth is critical for dive businesses and professionals, we are again reframing how we discuss learning to dive as the year ends, encouraging divers to get their PADI and build connections with others. This off-shoot of our bold Live Unfiltered campaign aims to reach beyond our usual audience to fuel a desire for diving among everyone who wants to deepen and develop connections. This part of the campaign will mimic our other spikes thus far, namely Nature Unfiltered and Wellness Unfiltered.
Attracting Individuals and Groups to the Community of Diving
Not surprisingly, the rates of loneliness and social isolation have increased since the pandemic. And research has shown that a lack of social connection can be more harmful to health than obesity, smoking, or high blood pressure. Recreational diving offers an opportunity to connect. As a buddy sport, diving encourages people to build trust and collaborate while learning and engaging in a new adventure together.
Our Live Unfiltered push in late November and December, which will use the term ‘Connection Unfiltered,’ will increase PADI scuba diving’s visibility in new markets by capitalizing on the innate need for human connections.
We’ll primarily target audiences between 18 and 26 years old, while also expanding our reach to mid- and late-career professionals and parents who we would encourage to get back into diving through continued education or ReActivate programs. The campaign will continue to encourage people to “Get Your PADI” to develop connections and the community that comes with diving. In addition, we plan to share our membership’s collective positive diving experiences to stimulate interest and encourage time underwater together for all. Inspirational stories about diving communities and buddies will show and inspire real-life diving connections.
For example, we’ll highlight stories about friends and families that spend time together underwater. Like the Gneisers, who have made diving a family affair. Cynthia, the mother, shares:
“On the first dive I did with the kids, Finn wanted to be my buddy. The whole time, he stayed near me and kept giving me the ‘I love you’ hand signal and hugging me, loving his experience. Then Tally took my slate and wrote, ‘I live for this,’ and I just started to cry… It was the moment I’d dreamed of. This is a great way to share the world with your kids. For parents, especially, this is a way to connect with your kids in a world where it’s already so hard to connect.”
A New Lens for New Divers
Live Unfiltered represents PADI’s largest new diver acquisition campaign investment to date. Working closely with global and regional PADI staff, this campaign is executed globally and with regional customization, particularly in Germany, Thailand and Mexico, to ensure relevance among local audiences. The spotlight on connection hopes to create a movement of new divers ready to build relationships by learning to scuba dive and connecting with others.
PADI Members Can Help Put a Spotlight on Connection & Live Unfiltered
This campaign is designed to apply to all facets of new diver acquisition, including at the local dive shop level. There are so many ways you can use this campaign to your benefit.
Leverage the Live Unfiltered Campaign Assets
A New Diver Acquisition Marketing Toolkit featuring Live Unfiltered campaign assets is now available in the new PADI Marketing Hub on the PADI Pros’ Site.
Share on Social
If you have any stories about how diving has connected you to others, share them on social media using #LiveUnfiltered.
The Holidays are a great time to tie Live Unfiltered into seasonal promotions. For example, share scuba certifications as presents that connect the whole family. Many scuba divers use diving to connect with friends, build communities, and meet new people. So share the stories of the divers you train (with permission) on your social accounts. Be sure to tag PADI so we can get inspired, too. No story is too big or too small. Sharing stories of communities and relationships is a big step that can inspire others to use diving to connect.
Promote the PADI Holiday Giveaways in December
Additionally, PADI will be running four giveaways throughout December that we encourage you to share with your audience and promote on your sites. Please find more information about the giveaways on our blog.
Stay tuned for more information and updates about this new and exciting campaign!
The post PADI’s Live Unfiltered Campaign Highlights the Relationships Diving Creates with Connection Unfiltered appeared first on PADI Pros.
Business Support, Marketing, Business support, diver acquisition, Learn to Dive, Live UnfilteredPADI Pros