Broadcast News

Bookmark and Share
19/11/2019

EditShare Teams Up With Big Planet Media

News Image
EditShare® has teamed up with broadcast solutions expert, Big Planet Media, on the live production of the innovative Great Barrier Reef media campaign 'scUber'.

Developed by Tourism and Events Queensland, the international creative agency Publicis and rideshare giant Uber, the integrated marketing campaign showcased the biodiversity in the marine ecosystem via scUber, the world’s first rideshare submarine powered by Uber. EditShare’s live production workflow solutions were used to help capture the campaign’s maiden voyage and share the stunning 4K content across broadcast and digital channels in realtime, giving the global public 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 meters, with 180-degree views.

Michael Branagh, Group Executive Marketing, Tourism and Events Queensland commented on its impact. "The scUber campaign aimed to reset the story of the Reef and grow positive awareness in our key western source markets. We were able to achieve $130 million in advertising space rate from a KPI of $40 million through earned media alone by a combination of efforts across PR, social media, one to one media engagement, all while leveraging EditShare’s flexible media production technology with 95% of all stories on message and positive. The campaign resulted in three times more positive social sentiment of the Great Barrier Reef. Further, early indications show that the positive impact of scUber has led to an uplift in bookings and an increase in intention to visit Queensland from the long-haul markets. Being able to share such visually compelling content in real-time around the world contributed to the success we achieved with this campaign."

Set on the remote Heron Island in Queensland, Australia, the live production faced unique infrastructure challenges. Big Planet Media Founder and Director, Lindsay McNeill along with EditShare’s Paul Hayes and Bayon Shahidi, designed a live production workflow that leveraged EditShare EFS media engineered shared storage and Flow Media Asset Management to facilitate the technically advanced, multi-format campaign on location. The high-performance, rock-solid EditShare workflow and collaboration capabilities allowed Big Planet Media and Publicis creative teams to capture and distribute live 4K and HD content from the groundbreaking scUber voyage in a myriad of news, commercial and press packages.

McNeill explained the nuances of producing a large live event from a remote location. "Our charter was to create an infrastructure that could capture live feeds in both HD and 4K from inside the scUber and make that content immediately available to two distinct 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 scUber. There was very limited infrastructure and no cellphone reception. We had to bring everything in. With the benchmark being immediate global awareness and publicity, it was crucial for both the creative teams and journalists to have access to the content to prepare and distribute marketing packages and news stories in real-time in their required format, whether they are accessing that content on the island or from a creative office or newsroom located halfway around the world. EditShare gave us the live production media foundation to reliably facilitate content flow for both 4K and HD formats from scUber to the various stakeholders with embedded production tools to collaborate on creating marketing packages and press kits very quickly."

The EditShare project sharing collaboration tools facilitated fast content production and media sharing among creative teams. The unique repository served to organize marketing and press assets by category: drone footage, island vision, reef vision, underwater reef vision, scUber underwater vision, and scUber behind the scenes enabling straightforward access and story diversity.

Vicki Lee, head of broadcast and content, Publicis Worldwide (Aust), noted the importance of generating content in real-time for such a large scale project. "We had an extremely tight timeline to shoot footage of our scUber sub in water for all our broadcast, social and digital, launch requirements. We had 24 hours to shoot this footage, ingest it into the EditShare system and then edit immediately for material to be dispatched that night. Our deadline demanded that the footage be top quality as there was no time for low resolution ingest and offline editing, followed by the conform of high-resolution footage for grade, online and mastering. By forgoing the traditional workflow systems and leveraging EditShare we were able to successfully execute on our fast turnaround approach to this campaign without missing a beat."

www.editshare.com
Solidmate Ltd Memory Card Hire London

Top Related Stories
Click here for the latest broadcast news stories.

21/08/2017
IBC2017: At The Core Of Global Media And Digital Industry Trends
With its Digital Tech Hub, Qvest Media is encouraging the exchange of global trends between the media and broadcasting industry at this year's IBC Sho
31/05/2017
Big Pic Media To Exhibit At Media Production Show
Big Pic Media has announced it is to exhibit a wide range of tools for ingest, QC, transcode, encode and delivery on stand 510 at the Media Production
28/04/2017
New Era For VICE Media With Tata Communications
Tata Communications has announced it has been chosen by VICE Media to build a high-performance, completely cloud-based platform for global media asset
05/06/2017
London Calling!
Christy Media Solutions is exhibiting at the Media Production Show in London (Stand 100). Christy Media Solutions is back in London again this month,
12/10/2017
Media Links To Showcase New IP Media Gateway
Media Links has announced that it will demonstrate its new MDP 3020 IP Media Gateway at NAB NY 2017, Booth N624, which takes place later this month. T
18/08/2014
Tedial To Unveil New MEP At IBC2014
Tedial, supplier of MAM technology solutions, is unveiling its new Media Exchange Platform (MEP) at IBC 2014 on stand 8.B41. Tedial's new MEP is aimed
03/11/2017
Media Links To Attend InterBee 2017
Media Links has confirmed that it is to attend InterBee 2017 later this month to demonstrate the latest developments for its IP media transport soluti
18/05/2017
Groovy Gecko To Exhibit At Media Production Show
At next month's Media Production Show, 13 – 14 June, Groovy Gecko has announced that it will demonstrate a range of live streaming functionality. Exhi
17/05/2017
Cooke Optics Heads To Media Production Show
At the Media Production Show in London, 13 – 14 June, Cooke Optics will unveil two new lens ranges in the UK for the first time. Launched at NAB 2017,
12/06/2017
The Media Production Show Returns
Following a successful inaugural event in 2016, The Media Production Show is set to return to London for the second consecutive year – albeit in a new
06/06/2017
RED To Appear At Media Production Show 2017
RED Digital Cinema has announced that it is to exhibit at The Media Production Show in London next week, 13 – 14 June. At the show, RED will demonstra
07/08/2017
Media Links To Sponsor SVG Europe Sports Production Summit
Media Links has confirmed that it is one of this year's sponsors of the Sports Video Group Europe (SVG) Sports Production Summit. The event takes plac
25/04/2017
Verizon Digital Media Services Announces Partnership With Levels Beyond
Verizon Digital Media Services have announced a strategic partnership with Levels Beyond, which will see them go to market with a combined solution th
23/05/2018
ATP Media Appoints Liquid Media Hub As Content Services Partner
Liquid Media Hub has been announced as the new content services partner of tennis organisation ATP Media. ATP Media, the global sales, broadcast produ
08/06/2016
Media Production Show Takes The Spotlight
The Media Production Show takes over the Business Design Centre, Islington, London, on 09 and 10 June. Editor Jacqueline Purse looks ahead to the exhi