April 2011    Download the Entire Issue (PDF)

Vol. 26, No. 4   What's this?

It’s Not About the Diving

from the April, 2011 issue of Undercurrent  

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While the dive industry would like to have a lot more people in their 20s and 30s taking up the sport, the dive travel market is propelled by the older generation, people in their 50s and above with empty nests and disposable income. What kind of copy and images do you create to attract them?

Well, apparently not adventure, thrills or living on the edge. The photo below is from an advertisement placed by the Aggressor Fleet in Dive Business, a monthly periodical targeting dive shops. In this ad, the Aggressor Fleet is selling group travel to dive shops, but clearly they're not banking on what's below the surface....