DEMA, theDiving Equipment & Marketing Association, is an international organizationdedicated to the promotion and growth of the recreational scuba diving andsnorkeling industry. With more than 1,600 members, this non-profit,global organization promotes scuba diving through many initiatives includingconsumer awareness programs, media campaigns and sponsorship of the DEMA Show,a trade event open only to companies doing business in the scuba diving, actionwater sports and adventure/dive travel industries.
In order tosupport retailer marketing efforts for the coming summer diving season, theDiving Equipment and Marketing Association will launch the Be A Diver nationaltelevision advertising campaign on May 5, 2008. This campaign is aimed athelping the Diving Industry acquire new customers and re-activatepreviously-certified divers.
The30-second television commercial will air nationwide for six weeks on the TravelChannel and will appear in two separate flights: May 5-25 and June2-22. To reinforce the national reach with concentrated frequency, thecommercial will also air throughout the summer and early fall in target-richmarkets in California, Colorado, Florida, Georgia, Illinois, New York,Pennsylvania, Washington, D.C. and Texas. For these areas the commercialwill air on the CNBC, MSNBC, Travel Channel and Golf Channel networks in fourflights covering a five month period: May 5-June 1, June 9-29, July 7-20,September 1-14 and September 29-October 12.
The marketsfor the regional broadcast advertising buy were selected based on severalimportant factors including the DEMA Certification Census, which helpeddetermine the areas most able to support a region-wide advertising campaign;and third party affirmed research that revealed the areas that include thehighest populations of consumers with the lifestyle, household income,sufficient time, and interest in purchasing the experiences and equipment forsuch activities as scuba diving.
Allprofessional dive centers are strongly encouraged to purchase local broadcastadvertising in order to take advantage of the interest that can be created byDEMA’s own media buy. DEMA members are encouraged to utilize theprofessionally developed commercial, available in two versions, to increase theeffectiveness of the campaign in their area. The commercial is availablein a full 30 second version as well as a 23/7 second version that allowsmembers to include their own business’ contact information. A free DVDcopy of the commercial can be ordered online at www.dema.org with special format requests available for the cost of materials.
