Uber, Publicis Worldwide and Herd MSL have all teamed up to launch a global campaign showcasing the Great Barrier Reef.
The push called ‘scUber’ for Tourism and Events Queensland allows people to experience the reef through the world’s first rideshare submarine, bookable only through the Uber app.
ScUber aims to change the public’s perception of the Great Barrier Reef, driving awareness of the wonder of the Reef and increase visitation.
“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,” Publicis Worldwide ECD Ryan Petie says.
The campaign is being launched globally and includes integrated marketing campaigns and consumer competition. 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.
Uber regional general manager Susan Anderson says Uber is dedicated to using its technology for good.
“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,” Anderson says.
“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.”
The scUber submarine allows riders to explore the Great Barrier Reef at a depth of up to 30 metres, with 180-degree views. The campaign runs from 27 May – 18 June 2019.
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