PADI Dives "Into the Blue" with Columbia Pictures Release

The Professional Association of Diving Instructors (PADI) is diving into the blue with Columbia Pictures' release of MGM Pictures' action adventure Into the Blue in an exclusive and exciting outreach campaign designed to attract more consumers to diving...

On September 30, 2005, audiences will be holding their breath as Paul Walker, Jessica Alba, Scott Caan, Ashley Scott and Josh Brolin star in a tense, exciting underwater action/adventure.

Into the Blue is directed by John Stockwell from a screenplay by Matt Johnson and produced by David A. Zelon. A Mandalay Pictures production, the executive producers are Peter Guber, Louis G. Friedman, Ori Marmur and Matt Luber.

Into the Blue has something for everyone, including captivating underwater scenes that are certain to motivate movie-goers to jump out of their seats and into their nearest PADI Dive Center or Resort. To encourage the transition from armchair enthusiast to aqua-man, PADI is launching their Dive Into the Blue campaign, which is designed to target audiences while their excitement and interest is high and drive them into the water to experience the adventure of diving.

PADI's Dive Into the Blue campaign offers consumers special incentives and savings, including a free Go Dive DVD and savings on PADI Open Water Diver training. "The allure of Hollywood as a way of activating consumer interest is powerful and unique," said PADI Americas' Director of Marketing, Kristin Valette, "and there hasn't been a major motion picture with as many captivating underwater scenes as Into the Blue in years.

"This movie is highly appealing to a mass audience, especially the over-18 crowd, which coordinates perfectly with PADI Americas' marketing efforts. We're confident we'll see an up-tick in adventure-seekers at PADI Dive Centers and Resorts as a result of the film and this promotion."

Promotional efforts for PADI's Dive Into the Blue campaign include full-page, four-color consumer ads in Islands, Caribbean Travel & Life, and Sport Diver magazines with added exposure via PADI digital communications and wesbites. For promotion details and to view the movie trailer visit: Into the Blue

Source: www.divenews.com