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BE A DIVER CAMPAIGN

The diving world is known to be an aging one, and the industry is finally starting to respond by producing media campaigns to entice new divers to get into the water. At the DEMA show, DEMA unveiled its new “Be a Diver” national advertising campaign, which will hopefully bring new and younger divers into the industry. I didn’t get to see the 30-second television spot while I was there, but I hope to see it soon.

PRESS RELEASE:

DEMA SHOW, Orland, FL - (October 31, 2007) - DEMA’s “Be A Diver” national advertising campaign will debut at DEMA Show 2007 with the unveiling of its new 30 second television spot. The commercial can be previewed at the entrance to the show floor as well as various monitors throughout the show. For those attendees staying at the Rosen Centre Hotel the commercial will air 24/7 on Channel 44.

The TV spot is but one component of the multi-faceted consumer campaign aimed at growing the industry, and includes television, radio, newspapers, magazines, on-line advertising and a marketing guide comprised of professionally prepared promotional materials for use by members.

“This is an exciting time to be a DEMA member,” said Tom Ingram, Executive Director of DEMA, “the Be A Diver campaign is a result of a multi-year effort to research the attributes of the actively participating diving customer and develop a comprehensive program to raise the awareness of diving and acquire new divers.”

DEMA members are encouraged to participate in the campaign and can find out more information by attending Friday and Saturday’s Power Up Sessions in Room S210A starting at 8:30 am. For more information on DEMA’s programs aimed at helping our industry thrive attend the DEMA Member Update on Thursday, November 1 from 8:30 a.m. to 9:30 a.m. in room S210A. The Meeting will also include a free continental breakfast, the presentation of member pins and ribbons and the announcement of the 2008 DEMA Board of Director candidates.

Continuing to be the largest trade event in the world for companies doing business in the scuba diving, ocean sports and adventure/dive travel industries, DEMA Show 2007, the 31st annual DEMA Show, will take place October 31-November 3, 2007 at the Orange County Convention Center in Orlando, FL. More than 650 exhibitors from around the world and thousands of dive and travel industry professionals are expected to gather at this year’s Show which will offer the most extensive educational program in the industry.

DEMA Show 2007 is a trade event open only to industry professionals and is produced by the Diving Equipment & Marketing Association (DEMA), and managed on its behalf by National Trade Productions, Inc. (NTP). DEMA is an international organization dedicated to the promotion and growth of the recreational scuba diving and snorkeling industry. With more than 1,500 members, this non-profit, global organization promotes scuba diving through many initiatives including consumer awareness programs, media campaigns and sponsorship of the DEMA Show. For more information on DEMA call 858-616-6408 or visit www.dema.org.

For more information about DEMA Show 2007 visit www.demashow.com.