The Great Barrier Reef is a natural wonder, but negative media coverage after bleaching events had hurt its reputation worldwide.
We needed to change the conversation and stimulate global tourism.
The solution: create the world’s first rideshare submarine on the Great Barrier Reef, called scUber, by creating a global partnership between our client Tourism & Events Queensland and Uber.
From the window of our submarine, we showed the world the reef like never before, a unique and vibrant underwater world teeming with life.
The results were spectacular: generating a massive 4,320 pieces of live global news coverage and over 4.5 billion opportunities to see the campaign. The PR (ASR) value is over $130 million.
We charted an impressive 3 x more positive sentiment shift, and tour operators are reporting an immediate impact on direct referrals, leads to retail partners and online bookings – even though the campaign has only just ended.