SCUBER

Short List
TitleSCUBER
BrandTOURISM & EVENTS QUEENSLAND
Product / ServiceGREAT BARRIER REEF
CategoryE05. Interactive Outdoor Experiences
EntrantPUBLICIS Brisbane, AUSTRALIA
Idea Creation PUBLICIS Brisbane, AUSTRALIA
PR HERD MSL SYDNEY Sydney, AUSTRALIA

Credits

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

Write a short summary of what happens in the ambient or digital execution or campaign.

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.

Cultural/Context information for the jury

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.

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