Jaunted

Tourism Marketing: Going Overboard

1/14/2008 at 1:00 PM
Tags: Tourism Marketing, Adventure Travel, Diving, Videos, Travel Videos (all tags)

The Diving Equipment and Marketing Association has launched a new initiative--and released a commercial--that they hope will lure you to the sport. DEMA's $1.2 million "Be a Diver" campaign is the biggest, most expensive program so far to encourage more people to become certified scuba divers. Should be a useful skill when global warming one day leads to Biblical floods!

The campaign's main goal, of course, isn't just to up the number of certified divers, but to increase the sale of scuba-related supplies. Though the campaign promises info on diving education and destinations, DEMA also wants you to try out all sorts of fancy, must-have scuba gear at its traveling road show. This past weekend, for example, they set up a shallow swimming pool at the Adventures in Travel Expo in NYC.

We're still waiting to see what the full "Be a Diver" website will look like. When we checked in for a preview earlier this morning, the new site was still unavailable. Definitely not a good way to kick off a campaign.

Related Stories:
· Be a Diver [Official site]
· Diving coverage [Jaunted]
· Tourism Marketing coverage [Jaunted]