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SCUBA DIVING – how to learn and earn
The success of DEMA ‘97 reflected in high public attendance has ensured support for DEMA ‘s Asian marketing strategy from both the dive industry and divers in the region

Snorkelling and scuba-diving in a shopping mall is the sort of experience most of us could do without. But the idea has proved a potent attention-grab­ber in Malaysia and effectively focused the attention of the gen­eral public on underwater activi­ties. Installing dive tanks in shopping malls formed part of a six-month public awareness campaign that also included press, television and radio.

Crowds flocking to DEMA Asia ‘97 (Diving Equipment and Marketing Association), held in Kuala Lumpur in October, dem­onstrated the impact of the cam­paign. There was a capacity crowd on the showcase’s final day and the final tally for the four-day exhibition was more than 2000 trade visitors and well over 3000 members of the pub­lic. When the show rotates to In­donesia next year, says John Oetken, DEMA business devel­opment director, it will feature two full public days instead of one-and-a-half. ere was a capacity crowd on the showcase\rquote s final day and the final tally for the four-day exhibition was more than 2000 trade visitors and well over 3000 members of the pub\-lic. When the show rotates to In\-donesia next year, says John Oetken, DEMA business devel\-opment director, it will feature two full public days instead of one-and-a-half.\par