In today’s competitive marketing landscape, businesses are always on the lookout for innovative strategies to grow and nurture a loyal customer base. While digital advertising, social media campaigns, and influencer partnerships have taken center stage, there’s one method that has stood the test of time – referral campaigns. Leveraging the age-old power of word-of-mouth along with these key digital strategies, referral campaigns not only drive new customer acquisition but also build trust and loyalty, making them an incredibly effective tool in your marketing arsenal.
PADI is excited to announce “Seek Adventure. Save the Ocean.℠ Together.” a referral program designed to help drive more certifications. Whether it’s new Open Water Divers or simply asking divers to bring a friend or family member to take a core course or specialty, this campaign is aimed at driving more courses at all levels.
Friends Who #DiveTogether Thrive Together!
In 2024, the marketing team ramped up referral messaging across all consumer channels, encouraging divers to refer friends or family members.
The formalized referral process is available through padi.com/dive-together and rewards the “referrer” with a free 30-day PADI Club* membership if their friend or family member purchases an Open Water Diver eLearning course. The referrer simply needs to visit padi.com/dive-together and click the banner to create or sign in to their PADI account, then the new system generates a unique URL to share with friends via email, text, or social media. When the “referee” clicks on the link, they will be prompted to create or sign in to their PADI account, where the discounted Open Water Diver eLearning course will be available for purchase. New divers continue to affiliate with a Dive Center or Resort, and the discount comes out of PADI’s revenue split.
*Benefits include: 20% off select PADI eLearning programs, FREE ReActivate online refresher course, 25% off a new certification card, and Scuba Diving magazine (digital version).
New in 2025: The Refer-a-Friend Challenge
To make the campaign even more exciting, PADI recently launched the Refer-a-Friend Challenge**, a global contest that rewards PADI Divers and PADI Pros alike.
Running through the end of 2025, the Challenge offers monthly prize giveaways, from dive gear manufacturers like Suunto, Fourth Element, Garmin, Shearwater, TUSA and more, and a grand prize for the diver who refers the most new Open Water Divers: a five-day, all-inclusive dive vacation for two at a Sandals Resort in St. Lucia.
Plus, the divers referred also get a chance to win prizes from the same dive gear manufacturers – setting them up for success in their PADI Open Water Diver course.
By referring new divers and encouraging your customers to refer their friends to diving, you’re not only sharing the underwater world and growing the dive industry; you and your divers could also be rewarded with premium dive gear and unforgettable experiences.
Dial in the Incentives
Be sure to incentivize divers with a personalized offer to reward them for bringing in new business. Whether it’s free air fills, deals on gear, special recognition in the store, or discounts on serviced equipment, make them feel appreciated for their efforts.
Marketing Tools at Your Fingertips
In the marketing hub on the PADI Pros’ Site, you can access the “Seek Adventure. Save the Ocean. Together.” marketing toolkit. This toolkit features captivating imagery and customizable campaign assets, focusing on four key areas:
- Become Better Buddies Together – Suggesting divers invite friends and family to take an Open Water Diver, Advanced Open Water Diver, or Rescue Diver course so they can become a more confident, competent buddy pair together.
- Find Peace in the Blue, Dive With Your Crew – Focus on family and friends fostering a blue state of mind and finding underwater adventure together.
- Buddy Up for PADI Specialties – Why take a specialty course alone? Divers should grab a friend and enhance every underwater adventure together with PADI Specialties.
- Double the Divers, Double the Impact – Appealing to conservation-minded divers, this messaging works best when encouraging divers to join in an underwater mission to protect and preserve local quarries, lakes, and the ocean with PADI Conservation courses.
The “Seek Adventure. Save the Ocean. Together.” marketing toolkit is available in 15 languages, including: English, Dutch, French, German, Italian, Korean, Portuguese, Spanish, Russian, Polish, Arabic, Castilian Spanish, Chinese (Simplified), Chinese (Traditional), and Japanese.
If you have any questions about integrating a referral program in your dive shop, please contact your PADI Regional Manager. For assistance with any of the marketing tools provided, the PADI Marketing team is here to support you.
- PADI Americas: [email protected]
- PADI Asia Pacific: [email protected]
- PADI Europe, Middle East and Africa: [email protected]
