Sold outEvery edition since launch
+65%Avelo bookings outside the experience weeks
4Editions a year, 6 places each
FirstInternational dive shop to offer Avelo
The situation
Avelo is a new dive system that changes how divers control their buoyancy. Dive Friends became the first international dive shop to offer it. That gave us a head start, and a challenge: how do you sell a premium new technology to divers who have never tried it?
My role
I developed the Avelo Experience from concept to launch: the proposition, the customer journey, the program and the go-to-market for North America.
I built the program with our Avelo instructor and worked directly with the inventor of Avelo and with Shearwater and Scubapro.
What I did
01Shape the propositionOne premium all-inclusive week: Avelo training, boat dives, gear rental, accommodation and transport, for one price.
02Build the programDesigned the week day by day with our Avelo instructor, so guests build confidence before the bigger dives.
03Map the customer journeyFrom the first ad to the last dive: what guests need to know, when, and who they hear it from.
04Bring in the partnersWorked with the inventor of Avelo and with Shearwater and Scubapro on gear, credibility and reach.
05Go to market in North AmericaSet the go-to-market for our biggest source market: positioning, channels and launch timing.
06Keep it scarceFour editions a year with six places each. Every edition sold out, and Avelo bookings outside the weeks rose 65%.
Looking back
Keeping it small worked better than any discount. Six places made the week feel exclusive, and the attention it created spilled over into regular Avelo bookings.