I work for a radio station and the grand prize for a contest we had this summer was a complete OW certification plus fins, mask, 1/2mm suit, and snorkle. The prize also included a 2005 Jet-Ski.
We promoted the Grand Prize in the contest like I needed a dive buddy and we'll learn to dive together. It was pretty cool because we got the LDS involved and was able to put them on the air and talk about the sport and the different kind of things you'd encounter/do/see as a diver. PADI ate it up. Apparently, there is very little advertising for diving and most new divers are brought into the fold by word of mouth.
The market went nuts. The LDS picked up a ton of Referrals from the heritage dive shop in town that some people weren't happy with and we also gave away Discover Scuba Diving certificates for daily prizes.
As a result, the market has seen a huge increase in the number of people interested in learning more about how to get into diving. Not every lead panned out, but the number of people that actually got into it were more than what would have without our little promotion. In all, a great success.
Anyway, some kid won the contest and the OW certification. He did his Discover Scuba with his mom (who wants to get certified as well). At this point I wasn't too thrilled about diving... Yea? So what... who wants to dive anyway when you can sit on the beach and get blasted instead and watch the little chickies walk by? BOY was I knocked out when I did my Discover Scuba. Hooked. IMMEDIATELY. And that was in the POOL for chrissake!
Went home. Took a loan out of 401k and purchased all my gear right off the bat, including my wife's gear. Shoot, I needed a buddy! That kid's got his mom.
So 6-7k later we're partially geared up and certified. My wife is kind of ho-hum about the whole diving thing, but to me, it's a life altering event. All I do is think about diving and the places to go and people to meet and things to see.
My friends are all beer drinkin Frat boy couch potato's and are mildly amused at what they think is a phase. Sorry pal, that FSU game can wait. Tape it for me... I'll be down at Ginnie this weekend and watch it when I get back.
That's how I got into diving. And I'm just as thrilled every dive as the day I took my first breath under water in 4' of city pool water.