The limited chance to dive beneath the Land Down Under and explore the Great Barrier Reef has bubbled to the surface as a result of a recent collaboration between Tourism and Events Queensland (TEQ) and Uber, in an effort to create the first-ever rideshare submarine.
Up until 18 June, users in selected Queensland cities or those from participating countries can book a ride or enter the global competition via the Uber app for locations beginning on Heron Island before moving northward toward Quicksilver Cruises’ Agincourt Reef off the coast of Port Douglas. The submarine is meant to transcend the depths of conventional diving, going as far down as 30 meters and offering 180-degree views for two passengers at a time.
“Recent research showed us that submarine travel was at the top of travelers’ wish lists as a future experience on the reef, scUber brings that wish to life,” said Leanne Coddington, TEQ’s chief executive officer.
As the summer season draws closer, the Reef tends to be at a higher risk due to thermal stress and extreme weather conditions, according to the Australian Government Great Barrier Reef Marine Park Authority. But the partnership, launched by Publicis Worldwide and Herd MSL, aims to show the public the vitality and beauty of the reef in a way that is truly immersive, encouraging more people to visit the region.
“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,” said Ryan Petrie, Publicis Worldwide’s executive creative director.
This initiative is not exclusive to those in Australia, though – several others tourism giants have decided to enter the integrated marketing campaign and consumer competition, including New Zealand, Canada, the UK, France and the US.
The campaign comes in light of recent controversies concerning Uber’s safety in the US, with the rideshare company announcing another partnership with Citizens of the Great Barrier Reef in efforts to support conservation initiatives, according the scUber’s website.
“Uber is committed to harnessing the power of technology for good,” said Susan Anderson, regional general manager of Uber, Australia and New Zealand. “We believe good things happen when people move, whether that’s by getting from A to B in their city, or by making dreams come true experiencing the world’s greatest natural wonder, the Great Barrier Reef.”
Anderson hopes that exposure to the Reef via scUber will not only bring a greater volume of visitors, but also prompt awareness about the region.
“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,” she said.
A trip in the scUber for two passengers comes at the hefty cost of $3,000. But the competition element of the campaign, which offers spots open to only 40 passengers across a four-week span, draws contestants from not one but six countries to use the Uber app and participate.
See images and a short film about scUber by clicking on the Creative Works box below.