ABOUT

In 2018, tourism numbers to the Great Barrier Reef declined for the first time in years due to negative media reports about coral bleaching. How could we stimulate tourism without causing further damage to the reef? We partnered with Uber to create the world’s first fully-electric rideshare submarine on the Great Barrier Reef, called scUber. Over 50 million people were invited to book a scUber ride through the Uber app. The campaign delivered 4.7 billion media impressions, $130M+ in earned media, over 700,000 website visits, social sentiment turned positive 21% to 62% – and tourism number are tracking at +4% year-on-year.