13 Apr 2007

PADI Media Relations Program Produces HUGE Results

Recent high-profile story placement on Away.com viewed by millions of potential scuba divers.

PADI is not only the leader in quality scuba diver training, it’s also the leader in quality scuba diving promotion. PADI’s media relations team recently orchestrated a major “learn to dive” feature story in Away.com, a sister website to Outside Magazine and Orbitz.com. This comprehensive feature story is available to more than 1.6 million unique visitors every day. Since being posted Feb. 2, the story remains one of the most viewed stories on the site.

PADI remains the only entity in the dive industry to employ a full-time in-house media relations staff. The result of this tangible commitment to new diver acquisition and scuba diving promotion is resulting in recent media placements in such diverse places as Outdoor Photographer magazine, Men’s Health/Best Life, and the Boston Globe.

According to PADI Marketing Director Kristin Vallette, “We understand that our industry needs more promotion. Our stores are asking us to help better publicize scuba diving and we’re responding. These stories not only help promote the scuba diving lifestyle, they also underscore PADI’s leadership position in the industry and direct potential new divers to PADI retailers across the country.”

Potential new divers are attracted to the informative pieces, colorful photos and exciting topics. In addition, the articles become long-term resource pieces for individuals seeking dive-related information through internet searches.

The latest feature story placement (located at http://away.com/practical-advice/learn-to-scuba-dive-1.html) include details on getting started in scuba, equipment overviews, links to PADI’s worldwide Dive Center and Resort directory and other highly relevant information.

PADI will continue to seek out feature story opportunities in coming months. Stay tuned for more exciting media exposure that PADI is bringing to the industry.

Others promise … PADI delivers.