Title | SCUBER |
Brand | TOURISM & EVENTS QUEENSLAND |
Product / Service | GREAT BARRIER REEF |
Category | E05. Interactive Outdoor Experiences |
Entrant | PUBLICIS Brisbane, AUSTRALIA |
Idea Creation | PUBLICIS Brisbane, AUSTRALIA |
PR | HERD MSL SYDNEY Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Ryan Petie | Publicis Worldwide | Executive Creative Director |
Tim Harding | Publicis Worldwide | Senior Creative |
Adam Ferrie | Publicis Worldwide | Senior Creative |
Peter Cvetkovski | Publicis Worldwide | Senior Creative |
Dan Braithwaite | Publicis Worldwide | Design Director |
Harleigh Reimer | Publicis Worldwide | Account Director |
Sarah-Jane Ewing | Publicis Worldwide | Account Director |
Vicki Lee | Publicis Worldwide | Head of Content and Broadcast |
Simon Murphy | Publicis Worldwide | Executive Strategy Director |
Simone Waugh | Publicis Worldwide | Managing Director |
Britt Groom | Publicis Worldwide | Broadcast and Content Producer |
Helene Thorsen | Publicis Worldwide | Strategist |
Luke Stocks | Publicis Worldwide | Creative Studio and Production Manager |
Amber Lawrence | Publicis Worldwide | Designer |
Brad Lancaster | Publicis Worldwide | Developer |
Juliano Xavier | Publicis Worldwide | Digital Project Manager |
Lauren Emmett | Herd MSL | Group Account Director |
Millicent Ogden | Herd MSL | PR Strategist |
Laura Beament | Herd MSL | General Manager |
Jason Carnew | Herd MSL | Managing Director |
Tom Sandres | Herd MSL | Creative Director |
Bryony Czujko | Herd MSL | Senior Account Manager |
Michael Branagh | Tourism and Events Queensland | Group Executive, Global Marketing |
Julia Pavey | Tourism and Events Queensland | Marketing Program Leader |
Kate Duffy | Tourism and Events Queensland | Marketing Program Leader |
Shelly Winkel | Tourism and Events Queensland | Global Publicity Manager |
Jarrod Meakins | Tourism and Events Queensland | Content Planner |
Jessica Ward | Tourism and Events Queensland | Media and Partnerships Manager |
Michelle Blancato | Tourism and Events Queensland | Creative and Content Director |
Megan Smith | Uber | Consumer Communications Lead, ANZ |
Amber Morris | Uber | Head of Magic Moments |
Steve Brennen | Uber | Director of Marketing APAC |
For Tourism and Events Queensland, Queensland's tourism board, we created the world’s first rideshare submarine on the Great Barrier Reef, called scUber. We sourced a three-man submersible and engaged the world’s favourite rideshare company to give us unparalleled access to their database and UX. Customers were invited to book the scUber rides directly through the Uber app, or enter a competition to win a ride through a bespoke website. Riders were flown on a scUber-branded helicopter to a remote part of the Great Barrier Reef, where they were taken on a 20-minute underwater adventure to witness the health and vibrancy of a wonder of the world. scUber was first launched on Heron Island, then Agincourt Reef in Tropical North Queensland, Australia.
The UNESCO World Heritage-listed Great Barrier Reef (GBR) is Australia’s largest and most valuable natural asset. It’s one of the seven natural wonders of the world and worth billions to the economy. Queensland tourism relies on the GBR to motivate visitation, and has been proudly protecting and advocating for the GBR for decades. The impact of back-to-back coral bleaching events in 2016 and 2017, Tropical Cyclone Debbie in 2017, and subsequent international media coverage led to a focus on crisis communications by Tourism and Events Queensland (TEQ) and stakeholders throughout 2017-18. With media globally reporting that the Reef was dead, the perception of international tourists had shifted. While it was true that parts of the Reef had been impacted, it wasn’t in the horrific state media were reporting. Misperceptions drove down visitation primarily from key markets: USA, Canada, UK, France, New Zealand and Australia.