World-first submarine experience launched on Great Barrier Reef

Tourism and Events Queensland has launched a new global 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 is bookable through the Uber app, strictly subject to availability.

The campaign will run through to 20 June, initially based at Heron Island before moving to Agincourt Reef in Tropical North Queensland.  The scUber promotion aims to showcase the reef and grow awareness by highlighting the diversity and vibrancy of this underwater world and will be supported by a global integrated marketing campaign across digital, out of home, social media, EDMs, influencers and PR.

Capricorn Enterprise, Chief Executive Officer Mary Carroll was on location at the launch on Heron Island.  “The global spotlight has been shone on the Great Barrier Reef and Queensland for the official launch of scUba  and we couldn’t be more excited that it took place here in the Southern Great Barrier Reef at Heron Island, one of the best dive sites in the world.”

“Our local ambassadors Thomas Busby and Jeremy Marou entertained global media last night and the meal was all local Queensland produce, with drinks including gin from Saleyards Distillery here in Rocky.”

“We are so blessed that we live in one of the most magnificent parts of Queensland’s Great Barrier Reef and this global promotion will benefit all of our destinations.”

The promotion aims to reset the story on the reef and grow positive awareness by showcasing the diversity and dimension of this underwater world. Queensland operators are encouraged to leverage the campaign to share the wonder of the reef with the world.



  • Minister Kate Jones in ScUber
  • Presenter Sophie Formica with representatives from the Regional Tourism Organisations of the Southern Great Barrier Reef
  • Mary Carroll (Capricorn Enterprise CEO) with Layne Beachley & Kirk Pengelly
  • Andy Ridley Citizens of the GBR with Minister Jones & Uber CEO Australia
  • Local talent, Busby Marou, with Mary Carroll, at Heron Island
  • Award winning gin cocktails from Saleyards Distillery (Rockhampton) served to guests



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