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.
In an accompanying ad for the Dancer Fleet, eight bullet
points describe what they call the "luxury liveaboard
experience of a lifetime."
* warm towels with a back rub after each dive
* morning beverage service
* delicious, chef-prepared meals
* all beverages, including sodas and alcohol
* digital photo centers with rental cameras
and course instructors
* mid-week linen change
* nightly turndown service
* deck safety watch by our crew
Advertising agencies urge their customers
to "sell the sizzle, not the steak." To the
Aggressor and Dancer Fleets, that means
back rubs, hot tubs and chilled chardonnay.
And their customers seem to agree.