Campaign Spotlight

Campaign Spotlight: Publicis Australia and Herd MSL Introduces ‘scUber’ The First Submarine Rideshare in The Great Barrier Reef

A landmark partnership between Tourism and Events Queensland and Uber has been launched through Publicis Worldwide, in collaboration with Herd MSL. ‘scUber’, the world’s first rideshare submarine will showcase the health and vitality of the Great Barrier Reef like never before.

The campaign is designed to change the public’s perception of the Great Barrier Reef, driving awareness of the wonder of the Reef and increase visitation.


Publicis Worldwide Executive Creative Director Ryan Petie said the idea would powerfully reconnect people to the Great Barrier Reef. “The world’s greatest wonder deserves a world-class idea; and this partnership between Tourism and Events Queensland and Uber is the perfect vehicle to proudly show off Australia’s best natural asset.”

The campaign is being launched globally and includes an integrated marketing campaign and consumer competition, both supported by some of the world’s biggest tourism partners. Uber users in Australia, NZ, USA, Canada, UK and France will also be able to enter the competition, with a winner from each market selected to travel to Queensland to experience the Great Barrier Reef via scUber.

TEQ Chief Executive Officer Leanne Coddington said: “Recent research showed us that submarine travel was at the top of travellers’ wish-lists as a future experience on the reef. scUber brings that wish to life.”

Susan Anderson, Regional General Manager of Uber, Australia and New Zealand, commented on the importance of this innovative first for the Reef: “Uber is committed to harnessing the power of technology for good. We are proud to partner with Queensland to help showcase the Reef to the world with the launch of scUber.”

“At Uber, we believe good things happen when people move – whether that’s by getting people from A to B in their city, or by making dreams come true experiencing the world’s greatest natural wonder, the Great Barrier Reef,” Mrs Anderson said. 

“We’re looking forward to seeing how visitors to the Great Barrier Reef embrace this new form of movement and become advocates of the Reef for years to come.”

Jason Carnew, from Herd MSL, said: “scUber was designed with earned media at the very heart, and demonstrates how truly integrated campaigns can help solve some of the biggest problems facing our clients.”

A ride in the scUber submarine will allow travellers to go beyond the limits of conventional diving and explore the Great Barrier Reef at depths of up to 30 meters, with 180-degree views, and all without getting wet. 

scUber will be available starting on Heron Island, off the coast of Gladstone in the Southern Great Barrier Reef region before moving north to Quicksilver Cruises’ Agincourt Reef off the coast of Port Douglas in the Great Barrier Reef region.

The once-in-a-lifetime experience will be bookable through the Uber app, strictly subject to availability, from 27 May – 18 June 2019. For more information, visit scUberqueensland.com.


Campaign Credits:

Client: Tourism Events Queensland

Partner: Uber Australia

Agency: Publicis Brisbane – Herd MSL – Big Planet Media – Cutting Edge

Partner with adobo Magazine

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