Tourism and Events Queensland and Uber create the world’s first ride-share submarine

Tourism and Events Queensland has partnered with Uber, Publicis Worldwide and Herd MSL to launch the world’s first ride-share submarine, ‘scUber’.

Scuber will provide tourists with the ability to see the Great Barrier Reef from a depth of 30 metres. The glass submarine will also provide 180 degree views of the reef.

The campaign is designed to attract increased tourism to the Great Barrier Reef and show tourists that despite its health issues it is still a vibrant attraction.

Publicis Worldwide executive creative director, Ryan Petie, said in a statement: “The world’s greatest wonder deserves a world-class idea; and this partnership between Tourism and Events Queensland and Uber is the perfect vehicle to proudly show off Australia’s best natural asset.”

Tourism and Events Queensland chief executive officer, Leanne Coddington, stated: “Recent research showed us that submarine travel was at the top of travellers’ wish-lists as a future experience on the reef. Scuber brings that wish to life.”

Uber users in Australia, New Zealand, USA, Canada, UK and France will be also be able to enter a competition, with a winner from each market selected to travel to Queensland and gain a place in the Scuber submarine.

Susan Anderson, regional general manager of Uber, Australia and New Zealand, said that the company was looking forward to seeing tourists embrace this new way of viewing the Great Barrier Reef.

“Uber is committed to harnessing the power of technology for good. We are proud to partner with Queensland to help showcase the Reef to the world with the launch of Scuber,” said Anderson.

“At Uber, we believe good things happen when people move – whether that’s by getting people from A to B in their city, or by making dreams come true experiencing the world’s greatest natural wonder, the Great Barrier Reef.

“We’re looking forward to seeing how visitors to the Great Barrier Reef embrace this new form of movement and become advocates of the Reef for years to come,” Anderson concluded.

The Scuber campaign is being launched globally.


Client: Tourism Events Queensland
Partner: Uber Australia
Agency: Publicis Brisbane – Herd MSL – Big Planet Media – Cutting Edge


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