Take a deep dive into scUber, a campaign that Mumbrella’s 2020 Travel Marketing Awards judging panel described as "an exceptional execution". This novel activation in destination drove significant social and legacy media engagement, emerging as a brilliant partnership using both on and off site experiences. This is Publicis’ entry below, along with the judging criteria utilised to award it the Best Use of Face-to-Face or Experiential Marketing.
Recent climate change-induced bleaching in the northern part of the Great Barrier Reef was creating the misperception that the entire Reef was in jeopardy. With media globally reporting that the Reef was dead, the general perception of international travellers had shifted. No longer did travellers envision the Reef to be an abundant underwater world and bucket-list travel destination. Instead, they believed it was devoid of life and not worth the trip, driving visitation down from key western markets.
