Ride-share company Uber Technologies Inc. (NYSE: UBER) announced the launch of a new feature that allows customers to book a submarine trip through the company’s app. Uber riders in select Queensland, Australia, cities will soon be able to use the app to request a scUber ride out to the Great Barrier Reef. The cost of the scUber experience is A$3,000 (US$2,068) for a minimum of two riders.
The scUber promotion will be available from May 27 through June 18. The rides will initially launch from Heron Island, off the coast of Gladstone in the Southern Great Barrier Reef region. Beginning June 9, the experience will also be available from the coast of Port Douglas in Cairns. If the promotion is successful, it may expand to more dates and locations in the future.
The scUber experience gives riders an opportunity to explore the Great Barrier Reef, the world’s largest coral reef system, inside an underwater craft. The company will pick users up from their location and transport them to the launch point. Users will spend an hour in the ScUber submarine up close to the reef’s marine life up to 98 feet below the water line. This is followed by a half-day of snorkeling and touring and dropoff via either helicopter or pontoon, depending on your location.
The promotion is being conducted in partnership with Tourism and Events Queensland, Queensland’s government-run tourism board, and Citizens of the Great Barrier Reef, a network of citizens, influencers, and organizations that work to preserve the reef. Uber said in its announcement that it will donate over $68,000 to Citizens of the Great Barrier Reef for conservation of the reef. Andy Ridley, CEO of the preservation organization, said in a statement, “To safeguard the reef and the planet we must change the way we do things, from individual actions to new ways of doing business like the sharing economy.”
Susan Anderson, regional general manager of Uber for Australia and New Zealand, said in a news release, “By partnering with Citizens (of the Great Barrier Reef), we can work together to raise awareness about the protection and conservation of this global icon, so that it can be enjoyed by future generations for years to come. We’re looking forward to seeing how visitors to the Great Barrier Reef embrace this new form of movement and become advocates of the Reef for years to come.”