For what it's worth, I was on some Delta flights last week and I think I saw this ad on the plane (I recognized the shot of a turtle swimming). At the time, I didn't even realize that it was about diving. They played it in the middle of a string of destination ads, which came after a movie, and after some sitcoms. I doubt many on the plane were still paying attention to what was on the TV screen. You needed headphones to hear the audio.
Has "Be a Diver" gone awry???
- Thread starter The Chairman
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cool_hardware52
Contributor
First the allegation that some of the "Big Boys", that initially bailed out on DEMA 2009 are getting free or reduced cost booths, and now this.
Both smell bad, and both will harm DEMA going forward.
The appearance of special favors for the insiders will only serve to drive away the rank and file.
Tobin
Both smell bad, and both will harm DEMA going forward.
The appearance of special favors for the insiders will only serve to drive away the rank and file.
Tobin
Although I'm not a fan of DEMA at all, I think this is a great video and don't really see anything wrong with it.
If this video gets someone jazzed up enough about SCUBA that they decide to actually try it while on vacation, then I'm all for it.
As far the sponsorships go, if those companies stepped up to the plate and participated or contributed financially to the production of the video, then I guess they get their names mention at the end. That's kinda how it goes, right?
I don't really see passengers watching this video, quickly jotting down the web addresses to the sponsors, and then seeking them out specifically when they arrive at their resort.
As far as the accusation of DEMA picking up the entire bill, don't know if I'm buying that one.... Although it wouldn't surprise me at all.
I say, Good Video, well done.
just my opinion
If this video gets someone jazzed up enough about SCUBA that they decide to actually try it while on vacation, then I'm all for it.
As far the sponsorships go, if those companies stepped up to the plate and participated or contributed financially to the production of the video, then I guess they get their names mention at the end. That's kinda how it goes, right?
I don't really see passengers watching this video, quickly jotting down the web addresses to the sponsors, and then seeking them out specifically when they arrive at their resort.
As far as the accusation of DEMA picking up the entire bill, don't know if I'm buying that one.... Although it wouldn't surprise me at all.
I say, Good Video, well done.
just my opinion
cool_hardware52
Contributor
It's wrong for a membership supported association to play favorites. I'm a dues paying member and I was not even given the opportunity to say "no thanks"
Advertising relies on repeated "impressions" If there was no value to having Padi and resorts and Sherwood etc appear in the video **why** did they bother?
Ya me either, i.e. using MY dues to promote select, specific entities instead of scuba diving as a whole.
Tobin
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mikemill
Contributor
I didn't watch the full video. I stopped after I realized it was only gonna show pretty tropical places with paper thin wetsuits. Come on, show the lush life of cold water with divers using drysuits or thick wetsuits.
They're more likely to be flying to Atlanta, or Chicago, or JFK. The Delta destinations clips are not just shown on flights to sunny places.
I wonder who would want to align themselves in a marketing agreement with a company that consistently disappointments and angers customers (a major airline).
We would be assuming that companies like DEMA, PADI, and others understand how effective this type of advertising is today. Not very.
they will probably make a better impression with this video from youtube...and thats free.
The time it takes for these companies to really understand and believe in the future of effective advertising, they will likely be gone.
For goodness sake, DEMA still thinks buying local TV ads is the best way to push people through the door. Their so clueless, they don't even have a representative participate on their behalf on this board.
They could easily monitor conversations about scuba on twitter using seesmic, and then start conversations with those people that are already showing interest in scuba. It would be an easy and free thing to send them a video link, coupon, invite of some type, but no, they never will.
Pete,
I was told by Tom Ingram personally that each company was INDEPENDANTLY approached by DELTA to participate, if indeed DEMA picked up the tab there is NO QUESTION the current BOD should be removed.
http://http://ag.ca.gov/charities/forms/charitable/ct9.pdf
I was told by Tom Ingram personally that each company was INDEPENDANTLY approached by DELTA to participate, if indeed DEMA picked up the tab there is NO QUESTION the current BOD should be removed.
http://http://ag.ca.gov/charities/forms/charitable/ct9.pdf
That would be my guess. The "Be A Diver" campaign (as ridiculous as that whole idea was/is) was designed as co-op advertising wherein DEMA picked up the tab for the creative campaign and any DEMA member can use the available footage.
Having done several in-flight ads (they ARE ads) I can tell you that the in-flight video production company strings the whole thing together. Clearly a joint effort between Cayman Tourism Board, Sunset House, Sherwood, PADI and DAN who paid for the purchase of the airtime and contributed some other video footage. DEMA quite likely would have done nothing more than allow use of the creative, one of the requirements of which I believe is the inclusion of the BeADiver.com URL. (I don't have my copy of the "Be A Diver" marketing plan on this computer, otherwise I'd look it up.)
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