Launching scUber - the world’s first rideshare submarine

Launching scUber - the world’s first rideshare submarine

“There’s an exciting project in the works, but we can’t tell you more until you sign this NDA…” Now that’s the kind of introduction to a campaign that sparks my interest.

Here at MSL UK we’re fortunate to be part of a global network, giving the opportunity for collaboration with projects across the world. In partnership with our Australian colleagues Herd MSL, we were brought on board to manage the media relations strategy for the UK market for the official launch of scUber – the world’s first rideshare submarine experience on the Great Barrier Reef.

scuber 3

For a limited time only, this once-in-a-lifetime experience offers riders an unfiltered lens to the world’s largest ecosystem. Available in Gladstone, Cairns, Palm Cove and Port Douglas, scUber is bookable through the Uber app, at a cost of $3,000 AUD for two. Riders have the opportunity to immerse themselves in the exquisite beauty of the Great Barrier Reef – all without the need for a snorkelling mask, or a diving license!

Tapping into our travel creds, I set about reaching out to target editors to gage interest in the story, securing The Telegraph on a FAM trip as the exclusive UK media outlet to trial the experience. After much logistics, well-known travel journalist Phoebe Smith made the 24-hour journey to the other side of the world to trial scUber and meet with leading conservation experts, documenting her experience for the paper.

scUber descending Heron Island (Credit - Tourism and Events Queensland) (1)

Launch day saw the embargo lift and the sell-in of the story to the wider press. Aside from the incredible experience itself, other strands of promotion included a competition to win a trip which ran alongside this (with no shortage of entries from UK residents) and Uber’s partnership with Citizens of the Great Barrier Reef. This initiative showcases the company’s commitment to the protection of reefs all over the world, using tech, data and a collaborative approach to conservation. 

ScUber demonstrates how truly integrated campaigns can help solve some of the biggest problems facing our clients.

Jason Carnew, from Herd MSL

The story was picked up in widespread titles, with an international reach of over two billion impressions. In the UK this included national outlets such as The Times, Mail Online, Daily Mirror, Daily Express, Daily Star and Reuters; key lifestyle titles such as HuffPost, MTV, MSN, Lad Bible, UNILAD and Tech Radar, alongside generating a huge volume of conversation on social media. The UK FAM trip also resulted in an extensive spread in The Telegraph, published both print and online.

Overall the results show what can be achieved by thinking outside the box - even despite the challenges of juggling time difference! This campaign was one of great personal interest to me, bringing together tourism and tech for a greater purpose. I’m certainly looking forward to what’s next in store and continuing to hero dynamic brands and destinations.



Rachel Sewell

Account Manager

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