Gold 2019
Publicis Worldwide
Tourism & Events Queensland
Great Barrier Reef

Advertising Agency Publicis Worldwide
Creative Director Ryan Petie
Copywriter Ryan Petie
Art Director Tim Harding
Agency Producer Vicki Lee
Print Production Manager Luke Stocks
Account Service Sarah-Jane Ewing
Client Marketing Manager Michael Branagh
Production Company Cutting Edge
Producer Kristie Gooden
Cinematographer Simon Christidis
Post Production House Cutting Edge
Editor Kerry Farrell
Sound/Music Studio Cutting Edge
Sound Designer Mikey Lange
Design Studio Publicis Worldwide
Graphic Designer Dan Braithwaite
Retoucher Derek Leong
Finished Artist Luke Stocks
Photographer Simon Christidis / Sean Scott
Other Contributors

TEQ: Michael Branagh, Kate Duffy, Julia Pavey, Shelly Winkel, Georgia Linton, Michelle Blancato, Jarrod Meakins, Alison Dwyer, Isacella Quaid, Jessica Ward, Rebecca Chang, Genevieve Ginns, Rachel Lay, Laura Rowan
Uber: Megan Smith, Amber Morris, Tim Broxup, Vivienne Tan, Lou Campbell, Nicole Lenarduzzi
Publicis: Harleigh Reimer, Britt Groom, Simone Waugh, Simon Murphy, Adam Ferrie, Peter Cvetkovski, Amber Lawrence, Brad Lancaster, Juliano Xavier

Entry ID 26091

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.


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