Tourism and Events Queensland has launched a ground-breaking new global tourism campaign promoting the Great Barrier Reef – ‘scUber’. In a unique partnership with rideshare giant, Uber, a ride in the scUber submarine will allow travellers to go beyond the limits of conventional diving to explore the Great Barrier Reef at depths of up to 30 metres, with 180-degree views, and all without getting wet. The once-in-a-lifetime experience will be bookable through the Uber app, strictly subject to availability.

scUber Hero Image

About the campaign

On 23 May 2019 Tourism and Events Queensland together with Uber launched ‘scUber’ - the world’s first rideshare submarine on the world’s greatest natural wonder – the Great Barrier Reef. For a limited time only, scUber will be exclusively available for visitors to explore and experience Australia’s Great Barrier Reef like never before. The once-in-a-lifetime experience will be bookable through the Uber app, strictly subject to availability.

The scUber promotion aims to reset the story on the reef and grow positive awareness by showcasing the diversity and dimension of this underwater world and will be supported by an integrated marketing campaign across digital, out of home, social media, EDMs, influencers and PR.

The campaign will be delivered in key western markets including Australia, New Zealand, the United Kingdom, the USA, Canada and France. Partnering with Uber gives TEQ unprecedented access to millions of loyal Uber customers to help tell the story of the Great Barrier Reef to global audiences. Great Barrier Reef holiday packages are also being marketed through key distribution partners in these markets to support the campaign and drive visitation to Queensland. The campaign will also include a consumer competition allowing one winner from each key western source market plus a friend to win a trip of a lifetime to the Great Barrier Reef and ride in the scUber.

The campaign will run from 23 May 2019 to 18 June 2019.

How can travellers experience scUber?

The once-in-a-lifetime experience will be bookable through the Uber app and will be available in two Great Barrier Reef locations:

  • Heron Island, off the coast of Gladstone in the Southern Great Barrier Reef region
  • Quicksilver Cruises’ Agincourt Reef off the coast of Port Douglas in Tropical North Queensland

What is scUber?

scUber will provide the experience of a lifetime, allowing people to go beyond the limits of conventional scuba diving in a comfortable and unique environment. The unimpeded viewing ability and nimble manoeuvrability of the speciality submarine will allow guests to explore the Great Barrier Reef in depths of up to 30m, with 180-degree views, all without getting wet. scUber will introduce guests to a world that few people get the privilege of experiencing. 

Visitors can expect to witness first-hand the extraordinary biodiversity of species and habitats that make the Great Barrier Reef one of the most complex natural systems on Earth. From the ‘Great 8’ - Clown fish, Potato cods, Giant clams, Manta rays, Maori wrasse, sharks, turtles and whales - to hard and soft corals such as brain and staghorn coral, sea anemones and elephant ear coral.

Why this campaign?

The scUber campaign is a direct outcome of TEQ’s Great Barrier Reef Framework 2018 – 2025, within which growing positive awareness and demand for Great Barrier Reef experiences is a priority action.

The Great Barrier Reef continues to rank highly as a desirable holiday destination in Queensland’s key international markets and is a significant driver of visitation to Queensland. However, perceptions of the reef internationally are changing and building a greater understanding of the biodiversity of this remarkable eco system – the very basis of its World Heritage listing – is central to inspiring future visitors. This campaign will reset the story on the reef by showcasing it from angles rarely experienced by tourists, infecting travellers with a sense of awe and creating new stories to tell about the reef.

Queensland’s tourism operators play a critical role in giving visitors direct, personal access and presenting the reef’s story. As well as enabling a ‘great’ Great Barrier Reef experience, tourism is a powerful way of communicating the environmental and cultural values, diversity, resilience and recovery mechanisms of our greatest natural wonder. And research shows that those who visit the reef, love the reef – and are more likely to inspire others to visit. 

Why scUber?

A sense of awe profoundly affects everyone that scuba dives and provides a heightened awareness of the importance of working to protect and share this natural wonder. The scUber experience itself aims to grow positive awareness of the Great Barrier Reef through showcasing the diversity and dimension of the underwater world, and it is supported by a campaign that will show the variety of Great Barrier Reef experiences (both water and land based), encouraging travellers in key western markets to book a holiday to Queensland.

How can Queensland’s tourism industry get involved in the scUber campaign?

This campaign will generate visually spectacular content showcasing the reef from a new angle. To reset the story on the reef and share the stunning beauty and biodiversity of the reef, Queensland’s tourism industry can play their part by sharing this content through their channels and showing the world why their perfect next holiday is in Queensland – where they too can experience the beauty of the reef together with a diverse range of holiday experiences across the state.

Even if you are not a Great Barrier Reef destination, the reef is a significant driver of visitation to Queensland, and there are opportunities to leverage the reef’s message to benefit your region.

Share the assets

The campaign videos and regular updates, imagery and content captured during the scUber trips will be on TEQ’s consumer social media channels.
Industry operators and stakeholders are encouraged to share these assets:
• on your own social channels and websites
• through your own marketing and PR activities
• to your customer and trade database to showcase the beauty of the reef and amplify your own reef story

Send us content

Ensure your ATDW listing is up to date and consider including information on how visitors to Queensland can enjoy a visit to the reef as well as your product and/or destination.

Help us showcase the myriad of experiences on and around the Great Barrier Reef in real time by tagging us in your social media posts.

PR and media: keep us updated and send us new experiences/products available on the Great Barrier Reef relevant for western markets.

Tag: @queensland or #thisisqueensland
Plus #seeaustralia & @australia

Send to:

Keep up to date

We will provide updates on the campaign and any new opportunities via:

  • Our weekly industry e-newsletter ‘Eye on Q’
  • Our corporate social media channels

Feature your Great Barrier Reef experience

Talk to our distribution partners about how you can be involved in their activities to support the campaign.
USA: About Australia and Aspire Down Under
France: Australie Tours
UK: Flight Centre
Canada: Goway and Downunder travel
NZ: House of Travel
Australia: Ignite Travel