EditShare helps audiences immerse themselves in Australia's Great Barrier Reef in 4K

EditShare live production solutions capture 'scUber', Australia's innovative global tourism campaign promoting the Great Barrier Reef.

EditShare has been associated with Big Planet Media for the live production of the innovative media campaign scUber in the Australia's Great Barrier Reef. Developed by Tourism and Events Queensland, the international creative agency Publicis y Uber, the integrated marketing campaign showcased biodiversity in the marine ecosystem through scUber, the world's first ride-sharing submarine powered by Uber.

EditShare's live production workflow solutions were used to help capture the campaign's first ride and share the impressive 4K content through digital and real-time broadcast channels, giving global audiences the opportunity to experience the magic of the Great Barrier Reef, Australia's largest and most valuable natural asset, at depths of up to 30 metres, with 180-degree views.

Michael Branagh, Queensland Group Marketing, Tourism and Events Director, comments on its impact: "The campaign aimed to reboot the reef story and raise positive awareness in our key Western source markets. We managed to achieve $130 million in advertising space from a KPI of $40 million through earned media through a combination of efforts across PR, social media, one-to-one media engagement, all while taking advantage of flexible production technology. of EditShare media with 95% of all stories about messages and positives.”

"The campaign resulted in three times more positive social sentiment towards the Great Barrier Reef. Additionally, early indications show that the positive impact has led to increased bookings and increased intent to visit Queensland from long-haul markets. Being able to share such visually engaging content in real time around the world contributed to the success we achieved with this campaign," adds Branagh.

The challenges

Located on the remote Heron Island in Queensland (Australia) the live production faced unique infrastructure challenges.

Lindsay McNeill, founder and director of Big Planet Media, along with Paul Hayes y Bayon Shahidi from EditShare, designed a live production workflow that took advantage of shared storage designed by EditShare EFS and asset management Flow Media to facilitate advanced multi-format campaign on site. EditShare's robust, high-performance workflow and collaboration capabilities enabled the creative teams at Big Planet Media and Publicis to capture and distribute live 4K and HD content from the revolutionary scUber ride into myriad news, commercial and press packages.

McNeill says, "Our mission was to create an infrastructure that could capture live feeds in both HD and 4K from inside the theater and make that content immediately available to two different groups, creative teams and journalists. Heron Island is a national park and bird sanctuary and an incredibly challenging place to do a technically intricate production like a scuba. The infrastructure was very limited and there was no cell phone reception. We had to bring everything."

McNeill goes on to state that “with the benchmark being immediate global awareness and publicity, it was crucial that both creative teams and journalists had access to content to prepare and distribute marketing and streaming news packages in the required format, whether they were accessing that content on the island or from a creative office or newsroom located on the other side of the world.” “EditShare provided us with the live production media foundation to reliably facilitate the flow of content in both 4K and HD formats from scUber to various stakeholders with integrated production tools to collaborate on the creation of marketing packages and press kits very quickly.”

Las collaboration tools EditShare project sharing made it easy to quickly produce content and share media between creative teams. The single repository served to organize marketing and press assets by category: Drone Images, Island Vision, Reef Vision, Underwater Reef Vision, Underwater Reef Vision, and Behind-the-Scenes Vision, allowing for direct access and a diversity of stories.

Vicki Lee, head of broadcast and content at Publicis Worldwide (Australia), points out the importance of generating content in real time for a project of such magnitude: "We had an extremely tight deadline to film the images of our submarine in the water for all our broadcast, social and digital, launch needs. We had 24 hours to film this images, enter them into the EditShare system and then edit them immediately so that the material was sent that same night."