PADI’s GO Dive 2007 – Delivering New Divers Through Dealers Doors

Successful diver referral campaign brings in new divers and industry support.

24 January 2007 - Rancho Santa Margarita, CA - PADI’s unprecedented GO Dive™ campaign generated more than 7,000 new divers for PADI Dive Centers and Resorts in its first six months based on average rebate redemption statistics of approximately five percent. The campaign has received an industry-wide thumbs-up for continuation, with twelve industry stakeholders standing ready to support the program again in 2007. Aeris, AKONA Adventure Gear, Cressi-Sub, Divers Alert Network (DAN), Genesis Scuba, Mares, Oceanic, SCUBAPRO, Sherwood Scuba, Sport Diver, TUSA and UWATEC are all sponsoring PADI’s innovative diver acquisition campaign.

“The numbers speak for themselves. It is clear that by channeling our resources in a positive direction, we are strengthening the industry and our dive centers who support it.” says Drew Richardson, president and chief operating officer, PADI Worldwide.

Since the launch of PADI’s GO Dive campaign last June, divers have been referring friends to get a $50 US rebate when they become PADI Open Water Divers and purchase mask, fins and snorkel. “We’re seeing a steady rise in participation, with the December redemptions increasing by more than 22 percent over previous months,” shares Kristin Valette, director of marketing and communications, PADI Americas. “This is just one more way PADI is delivering new customers through the doors of its dive centers.”

What can PADI Members expect from GO Dive 2007? An expansion of the campaign to include Discover Scuba Diving participants, even more accessible referral cards and a simplified redemption process. PADI Members should look for details and updated GO Dive promotional materials in February.

Others promise … PADI delivers.