In Print and on the Web

John and Susie publish a bi-monthly newsletter that goes to several thousand readers, plus host a comprehensive “The” Dive Shop website.

• The newsletter devotes a total of three pages every issue to dive travel. The lead page is a summary of available trips, listing the destination, dates, prices, what is included and how many spaces remain. The remaining two pages describe each trip in more detail.

• On the second page of the travel section is an illustration of a sign post, created by the Wall’s daughter Tina, with all the store’s upcoming trips prominently displayed. It helps reinforce the message that you can travel almost any place, any time with “The” Dive Shop.
• The website parallels what customers find in the newsletter. It follows the same format: A lead page summarizes all of the available trips, and provides links to separate pages describing each individual trip.

Additionally, the store offers one-page informational handouts for each of its upcoming trips. These are displayed on a rack just outside the travel office, and staff members can give them to interested customers, put them in student kits, etc.

Promoting travel through local diving »

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