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PADI and Bonnier Corp. Team-up in Multimillion Dollar Promotion for Industry Growth

For more than a decade, PADI® and Bonnier Corp. have teamed up to inspire certified divers to keep diving and get the most out of their dive life.  Now, these longtime partners are teaming up in a new way, launching a multimillion dollar promotion to increase the number of consumers entering diving. This diver acquisition growth initiative targets enthusiasts of Bonnier Corp.’s more than 30 special-interest magazines and digital properties, driving them to the popular PADI eLearning® program – and ultimately, through the doors of PADI Dive Centers and Resorts. 

“Our Bonnier Corp. team developed a proprietary attribution model that identifies readers’ interests in varying sports and activities,” says Glenn Sandridge, Bonnier Corp. Dive Group Publisher. “Through a series of promotional and content touch points, we can tell which audiences are most likely to participate in scuba diving. Working closely with the PADI team, we’ll engage these consumers with learn-to-dive campaigns and compelling content to inspire them to become future divers.”

One of the largest special-interest publishing groups in America, Bonnier Corp. is home to popular brands including Boating, Cruising World, Yachting, Islands, Flying and more. Bonnier’s enthusiast’ network of 175 million nsumers makes the opportunity for industry growth a reality. By partnering with PADI, Bonnier is able to leverage diving’s most popular digital learning program, along with the industry’s largest network of dive centers, resorts and professionals to easily convert readers and online viewers into new divers.

“The PADI and Bonnier relationship dates back to 1999, when the two companies partnered to inspire divers to continue their pursuit of underwater exploration and adventure,” says Kristin Valette, PADI Worldwide Chief Marketing and Business Development Officer. “This evolution of the partnership signifies PADI’s and Bonnier’s continued commitment to dive industry growth and PADI Member prosperity.”

The PADI brand enjoys global recognition, with the organization boasting more than 2 billion media impressions valued at more than US$7 million in 2016. Partnering with Bonnier on this consumer outreach program will amplify PADI’s brand message and mission by exposing millions of more consumers to the brand, diving and PADI Retailers and Resorts. This also supports the organization’s corporate social responsibility commitment to not only be a force in diving, but also a force for good by inspiring more divers to take action benefitting the dive community, ocean conservation and marine animal protection.

“Joining forces with Bonnier will help grow the global community of divers, and in turn, enable us to foster more ambassadors to promote our sport and stand strong for our ocean planet,” says Valette.

“We are confident our vast network of enthusiast consumers – who have a passion for the ocean – will welcome Bonnier Corp. and PADI’s learn-to-dive message,” says Matt Hickman, Bonnier Corp. Senior Vice President and Managing Director of the Active Interest Network. “As Bonnier Corp. continues to empower newly certified and experienced divers, our focus on finding and engaging future divers will introduce new consumers to scuba diving.”

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About PADI

Founded in 1966, PADI® (Professional Association of Diving Instructors®) is the world’s leading diver training organization with more than 6400 PADI Dive Centers and Resorts across 186 countries. PADI makes underwater exploration and adventure accessible to the public while maintaining the highest industry standards for diver training, safety, education and customer service. More than 133,000 passionate PADI Professionals remain dedicated to introducing new divers to the thrill of scuba diving and enhancing the skills of experienced divers. Issuing nearly one million diver certifications annually, with 25 million certifications since inception, the PADI represents a global force for ocean conservation and preservation. With every diver certification issued, PADI creates a growing number of ocean ambassadors to help defend and preserve the marine environment for generations to come. For more information, visit www.padi.com.

PADI Media Contact: Theresa Kaplan

Global Communications Director, PADI Worldwide

theresa.kaplan@padi.com | 949-858-7234, ext. 2322

About Bonnier Corp.
Bonnier Corp. is one of the largest special-interest publishing groups in the U.S., with more than 30 multichannel brands extending into all platforms including magazines, digital media, books, events and product licensing. Bonnier Corp.’s brands include Popular Science, Saveur, Field & Stream, Cycle World, Working Mother, Scuba Diving and Outdoor Life. Bonnier Corp. is owned by Sweden-based Bonnier AB, a multichannel media conglomerate operating in 15 countries.

Bonnier Corp. Press Contact: Johanna Schaffer
Senior Communications Manager
johanna.schaffer@bonniercorp.com | 407-571-4912