: : : product
PADI Dive Centers

: : : budget
$300,000

: : : key problem
The Scuba-diving industry, while healthy, was not growing. New diver acquisitions had remained relatively sluggish over the last decade. It was determined that this was a key area where MOB Media’s experience could come into play for PADI, and the industry as a whole.

: : : key strategic insight
Based on a favorable climate, PADI’s fairly strong presence and MOB Media’s experience and media contacts in the market, San Diego was chosen to serve as our test market.

: : : creative strategy
PADI had never proactively marketed to a “non-diving” audience. So a plan had to be devised from the ground up, that aggressively, yet cost- effectively achieved these goals:
· Dramatically increase visibility and awareness of PADI,
· and scuba-diving overall in the target market
· Increase New Diver Certifications
· Direct customers to PADI Dive Centers in their market

: : : tactical elements
Offer a “2 for the price of 1” incentive, which offered greater savings for the consumer and served as a means to maximize the total number of sign-ups.

: : : target audience
Male, 18-34, with an active social life and above average household income

: : : results
The duration of the campaign, originally slated for 12 weeks, was cut short due to OVERWHELMING success. In just eight weeks, PADI’s retail locations were backlogged for months with scuba class sign-ups. In 2003, the San Diego market was PADI’s top performing US Market, with an almost unheard of 40% increase in new diver certifications.

PADI – Summary of Campaign results
1. Open Water & Junior Open Water processed certifications 1. from the 10 San Diego dive centers:
1. · June to October 2003: 1,213
1. · June to October 2002: 861
1.  ** Difference of 352 new certifications –increase of 41% **
2. Total product sales of 10 San Diego dive centers:
1. · June to October 2003: $96,571.00
1. · June to October 2002: $75,833.00
1.   ** Difference of $20,738.00 – increase of 27% **
3. Open Water Diver product sales of 10 San Diego
1. dive centers:
1. · June to October 2003: 32,524.00
1. · June to October 2002: 22,821.00
1.  ** Difference of $9,703.00 – increase of 43% **