scUber is a once in a generation campaign for Australia’s Great Barrier Reef.
With over 4.7 billion opportunities to see the campaign, and over $130million in earned media gained, scUber was comprehensively shared around the world – a testament to the engaging power of the idea.
It brought together tourism and technology partners to successfully dispel misperceptions about the GBRs health, change global conversation and sentiment and drive hope and advocacy.
Further, early effectiveness indicators (Prior to Covis-19) demonstrated an uplift in travel intent for the GBRs operators after the activation. These included the 21% increase (revenue MAT) on Heron Island immediately after the campaign, and Flight Centre (UK) recording a 22% uplift in QLD room nights over May/June, 2019 and Ignite Travel Australia: 12% uplift in GBR & TNQ packages over May/June.
