PADI Americas Teams Up with Industry Stakeholders to Entice New Divers to GO DIVE™

24 May 2006 - Rancho Santa Margarita, CA – What do PADI and 18 equipment brands and other industry stakeholders have in common? They all agree that the health and success of the dive industry is dependent upon increasing the number of new divers entering the sport - and retaining these divers for years to come. They also agree that it’s time to take action and support industry dealers with an aggressive campaign developed to entice more people to learn to dive and to keep diving. As a result, PADI is proud to announce GO DIVE™, the new diver acquisition campaign that rewards current divers for introducing friends and family to the sport, new divers for taking the plunge and instructors for growing the industry. The GO DIVE campaign includes an exciting national referral component, aptly sporting the headline “Who’s with me?”

Who’s with us?
The better question is, “Who isn’t?” Aeris, AKONA, Apeks, Aqua Lung, Cressi-Sub, DAN, Deep See, Genesis, Mares, Oceanic, SCUBAPRO, SeaQuest, Sherwood Scuba, Sport Diver, Suunto, TUSA, UWATEC, and XS Scuba all have come together to support PADI’s GO DIVE campaign.

The GO DIVE campaign will be rolled out to PADI Members and consumers in the US and its’ territories over the next two months; starting with the powerful GO DIVE marketing kit to be delivered to PADI International Resort and Retailers Association (IRRA) Members in early June. This is complemented by the IRRA Forum – Recruiting and Retaining Divers, a twenty city Business of Diving tour focusing on five proven strategies for successful diver acquisition and retention. To encourage member participation in the new GO DIVE campaign, PADI Americas will reward productive instructors who increase their PADI Open Water Diver certifications over 2005, enabling them to earn exciting incentives including dive equipment and exotic trips. 

Beginning late June, a direct marketing campaign will begin targeting current divers to promote the Who’s with me? referral program. Using direct mail, email, print and online media, PADI Divers will receive Who’s with me? referral cards to share with others. Who’s with me? referred divers earn $50US rebates on their mask, fins and snorkel purchases when they sign-up for a PADI Open Water Diver course. PADI Divers who refer at least two friends to become open water divers will receive a rebate worth up to $150US with the purchase of a continuing education course and a regulator, BCD and/or computer. The PADI Diver who refers the most divers in 2006 wins a trip of the lifetime. And here’s the best part – divers can mix and match equipment brands to take advantage of the savings, making this the most flexible rewards program in the dive industry to date. This is possible thanks to the manufacturers’ dedication to their dealers and industry success.

“We commend the manufacturers and other industry stakeholders for their willingness to work together to support the dive industry,” says Drew Richardson, President and Chief Operating Officer of PADI Worldwide. “As rising tides raise all ships, more customers mean more business for everyone, including those not directly involved with the GO DIVE campaign. For PADI, this is a $200,000 investment in the industry’s future, in support of this collaborative effort demonstrating unprecedented cooperation and dedication to the success and prosperity of all.”

The GO DIVE campaign is sure to bring it all to PADI Dive Centers and Resorts - new customers, dedicated divers, increased equipment sales and motivated instructors. Are you with us? Look to the May and June issues of PADI’s Member eNewsletter, Surface Interval, the pro section of padi.com, the 3rd Quarter Undersea Journal, future issues of Sport Diver and your manufacturer representatives for more details. Or, contact PADI’s International Resort and Retailers Association at 800-729-7234 or +1 949 858 7234, ext. 2260.