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Aqua Lung Taps Formula as Agency Partner

VISTA, CA: Diving equipment manufacturer Aqua Lung has selected Formula PR as its agency partner to increase national brand awareness.

The company chose Formula based on a recommendation from scuba-training organization the Professional Association of Diving Instructors, said Lauren Schuil, pro dive marketing coordinator at Aqua Lung. Formula has been AOR for that organization for the last two years.

In its new role, Formula will develop a PR program for both Aqua Lung and Aqua Sphere, which manufactures swim-training equipment, supporting the brands' new collections and reaching out to media outlets.

“We want to increase our national awareness and exposure of Aqua Lung and Aqua Sphere among consumers and with various media, especially non-endemic media,” explained Schuil. “We do really well with dive-specific, swim, and triathlon-specific publications, but we want to branch out to some lifestyle media.”

Schuil declined to name Aqua Lung's former agency partner, but said the company “outgrew them.”

With four staffers working on the account, Formula president Michael Olguin said the firm will work to get Aqua Lung coverage in top-tier publications like Shape and Men's Journal.

“What we're trying to do is make scuba diving more accessible to a broader consumer audience,” he said.

Aqua Lung handles social media internally, said Schuil, but Formula will collaborate with the in-house social media team on strategy and blogger outreach.

She added that Formula's first major project for the company will be the launch of the Aqua Sphere 2012 swim collection, which focuses on active lifestyles. Formula will also leverage Aqua Lung's partnership with American swimmer and seven-time Olympic medalist Amanda Beard to promote the new swim line.

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