British Sub-Aqua Club (BSAC)

Brief:

• To raise the profile of BSAC as the UK's No 1 organisation for scuba diving
• To drive new members and retain existing members
• To promote Go Dive and Try Dive campaigns

Activities:

• Marketing for membership attraction and retention
• Data-driven press information: health & fitness, dive locations and dive gear
• Overseas and UK Press Trips involving 12 members of the press
• Radio media tour across the UK
• Crisis management support

Results:

• Over 2,000 people taking part
• 35% joined BSAC as a result of the campaign
• 250 pieces of coverage in national and regional media
• Radio coverage using a dive specialist for interviews
• Audience outreach 19 million

[Case Study: 1, 2, 3, 4, 5]