Uber has partnered with the Queensland government to launch the World’s first rideshare submarine experience, ‘scUber’.
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.
Petie commented: “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 CEO, Leanne Coddington said: “Recent research showed us that submarine travel was at the top of travelers’ wish-lists as a future experience on the reef.
“scUber brings that wish to life.”
Uber regional general manager AUNZ, Susan Anderson, 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.”
Anderson added: “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.
“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 travelers 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.
Client: Tourism Events Queensland
Partner: Uber Australia
Agency: Publicis Brisbane – Herd MSL – Big Planet Media – Cutting Edge
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]