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Engagement in the SCUBA diving industry was sinking. To generate real, sustainable growth, we recommended that the Dive Equipment & Manufacturing Association (DEMA) invest in a massive co-op program.
We designed a marketing kit that explored every media medium: direct mail pieces, television and radio, web banners, commuter rail posters. Every execution allocated space for individual members’ logos, contact information, and messaging. Whether it was a retailer or a resort, each participant reaped the positive benefits of our “Be A Diver” campaign without compromising their own brand.
The national advertising drove potential sportsmen to BeADiver.com, where they could connect with DEMA members both in their area and abroad.