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Changing how the world sees the Great Barrier Reef


Tourism and Event Queensland


Activation, PR

The challenge

In 2018, tourism to the Great Barrier Reef declined for the first time in years due to negative media reports about coral bleaching. We needed to get people closer to the Great Barrier Reef than ever before. If they think the Reef is dead and dying, let’s show its colour and awe-inspiring life and beauty.

The idea

We partnered with Uber to create the world’s first fully-electric rideshare submarine, called scUber.


4.7 BILLION media impressions

$130+ MILLION in earned media

50+ MILLION people were reached via our UBER partnership

21% - 62% INCREASE in
positive social sentiment

More work

Care Army

CRR Experience Centre