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  • AdNews

    SCUBER

    Oct 07, 2019 3 minutes
    WORDS BY JOSH MCDONNELL

    Client: Tourism and Events

    Queensland and Uber

    Agency: Publcis and Herd MSL

    The Great Barrier Reef (GBR) is Australia’s largest and most valuable natural asset, worth billions to the Queensland economy. It is part of Australia’s identity, a global environmental icon, and a world-heritage site. It also ranks highly as a desirable holiday destination and a significant driver of visitation to Queensland.

    However, in 2016 and 2017, back-to-back bleaching events plus severe weather patterns unleashed a storm of negative media coverage. Travellers from around the world were suddenly hyperaware of the

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