Stuff we do

Rhubarb Fool. A quirky name is all well and good.

But we know that a business that turns heads will have to offer substance as well as style. When it comes to tourism marketing, we believe in content. The conception, creation and diffusion of content across all media lies at the heart of what we do. Be it, in print, online, on mobile, or on the box – content continues to command people to take notice and engage. It is still king. These are the content rules we live and die by:

  • Your customer has a finite amount of time. Only useful and entertaining content will cut through the noise.
  • Get to know your customer. Personal, bespoke content connects.
  • Be where your customer is and tailor the message accordingly – especially in tourism, where your target markets hail from all over the globe.
  • Don’t assume your content is working. Listen, measure, adjust. Listen again.
  • Tell a story. And if the story’s good your customer will respond.
  • Don’t be average. That’s for squares.

So delve a little deeper and you’ll discover that Rhubarb Fool is a company able to deliver a diverse team of communication experts, media leaders, and innovators – all with a passion for travel and tourism that lends an edge of expertise to all we do. Just take a look at our numerous case studies and see for yourself.

From magazines to blogs to social media to television commercials and maps, we take pride in creating quality content that works for your brand – and your customers. We’re only interested in content that grows your audience, generates revenue and builds your brand into something valuable.

Download our guide to navigating social media in China here.

Whatever the route to market, content is at the core of any successful tourism marketing campaign and the key to great content marketing is finding the stories that resonate with your audiences.

Our multi-faceted approach truly allows your brand to reach more customers than ever. Meet Rhubarb Fool. We can help you.

Case Studies

Westfield

Westfield operates the world’s largest portfolio of shopping centres. When it wanted to develop a synchronised brand experience for its entire visitor collateral... more

Travel content

Lonely Planet

Rhubarb Fool’s travel guru Nick Ray has built his incredible travel knowledge through working for Lonely Planet as a senior guidebook... more

Rhubarb Fool iPad apps

iPad Apps

Published by Morris Visitor Publications, the world’s largest producer of visitor information, IN London Magazine is a mainstay publication in luxury hotels across the... more

Rhubarb Fool

UKinbound

UKinbound is one of the leading trade associations and the only one that focuses solely on the interests of the UK’s inbound tourism sector. With a... more

Rhubarb Fool Website design and build

Flash Animation

When London success story Westfield was looking to gain web presence for its beautiful (Rhubarb Fool-produced) pull-out guide, it tasked us with delivering both a... more

Freshfields

Rhubarb Fool produced a feature length ‘firm legacy film’ for one of the world’s foremost law-firms, Freshfields. Such a production is useful for a brand... more

Rhubarb Fool

Eastlife

Thompson Media Partners  engaged Rhubarb Fool to manage and generate all  the content for its lifestyle magazine Eastlife, plus a host of regional and lifestyle... more

We spent years living, breathing and staring out of the window thinking about travel.

At Rhubarb Fool we’re completely occupied by tourism and the markets it encourages.

We believe that tourism marketing has its own distinct niche in the world of marketing. Despite the standard similarities you’d expect, tourism marketing has characteristics that set it apart from generic practice.

Tourists are visitors. It sounds so obvious that it’s barely worth mentioning. But it’s of vital importance. It means we have to approach tourists as temporary fixtures in the market places we are working in. Consequently, tourists are exposed to our goods and services for much shorter periods of time. This audience transience demands smarter, leaner, more targeted marketing strategies. Essentially, we need to push all of our tourists’ buttons before they’re in the departure lounge.

In planning strategies for tourism marketing, the key words are emotion and experience. When you appeal to tourists on an emotional level, you’re far more likely to achieve the results you want. At Rhubarb Fool we believe that if you can offer tourists a unique and sought-after experience from their holiday, you’ll hold their attention.

But it’s also impossible to take a one-size-fits-all approach. Not all groups of tourists are the same. So at Rhubarb Fool we know which tourist demographics are more likely to prioritise sight-seeing and making family memories, and which ones want to hit the shops and the designers as hard as they can.

Our network of contacts is global in every sense of the word. It spans the worlds of travel, television, advertising and public relations, so you can rest assured that your message will be heard far and wide.

This kind of reach, added to our cutting edge creativity and innovation, is a winning formula. We know that just as there’s no use having a great campaign if there’s no one to interact with it, there’s no point spreading your message far and wide if it isn’t as striking and unique as it can be.

And of course at Rhubarb Fool we know that the most important thing is to ensure our customers’ marketing strategies are tailored to their needs. We incorporate our extensive knowledge of all things tourism with the latest trends and with your brand message. The result? A slick and creative marketing plan that will deliver outstanding results.

Case Studies

Travel content

Lonely Planet

Rhubarb Fool’s travel guru Nick Ray has built his incredible travel knowledge through working for Lonely Planet as a senior guidebook... more

Rhubarb Fool iPad apps

iPad Apps

Published by Morris Visitor Publications, the world’s largest producer of visitor information, IN London Magazine is a mainstay publication in luxury hotels across the... more

Rhubarb Fool

UKinbound

UKinbound is one of the leading trade associations and the only one that focuses solely on the interests of the UK’s inbound tourism sector. With a... more

Rhubarb Fool

Eastlife

Thompson Media Partners  engaged Rhubarb Fool to manage and generate all  the content for its lifestyle magazine Eastlife, plus a host of regional and lifestyle... more

Westfield

Westfield operates the world’s largest portfolio of shopping centres. When it wanted to develop a synchronised brand experience for its entire visitor collateral... more

Design defined by desire.  

We know that the look and feel of a brand can play a huge role in its success. We want your brand’s design to reflect what your brand means to you.

Whether it’s your logo, printed literature, magazines and corporate brochures, websites or mobile apps, beautiful design is the most effective way to capture an emotional response from your customers. Ultimately, it can determine whether your brand stands and fights or falls in the first round. Our creative edge is what makes our branding capabilities unique.

The Rhubarb Fool creative team combine exquisite design with engaging copy to ensure your company is reflected in the very best way.

Case Studies

Freshfields

Rhubarb Fool produced a feature length ‘firm legacy film’ for one of the world’s foremost law-firms, Freshfields. Such a production is useful for a brand... more

Westfield

Westfield operates the world’s largest portfolio of shopping centres. When it wanted to develop a synchronised brand experience for its entire visitor collateral... more

Travel content

Lonely Planet

Rhubarb Fool’s travel guru Nick Ray has built his incredible travel knowledge through working for Lonely Planet as a senior guidebook... more

Rhubarb Fool iPad apps

iPad Apps

Published by Morris Visitor Publications, the world’s largest producer of visitor information, IN London Magazine is a mainstay publication in luxury hotels across the... more

Rhubarb Fool

Eastlife

Thompson Media Partners  engaged Rhubarb Fool to manage and generate all  the content for its lifestyle magazine Eastlife, plus a host of regional and lifestyle... more

Rhubarb Fool

UKinbound

UKinbound is one of the leading trade associations and the only one that focuses solely on the interests of the UK’s inbound tourism sector. With a... more

Rhubarb Fool Website design and build

Flash Animation

When London success story Westfield was looking to gain web presence for its beautiful (Rhubarb Fool-produced) pull-out guide, it tasked us with delivering both a... more

Two-thirds of all internet traffic now comes from video.

Video. It sounds so old school. It makes you want to burst into a Buggles’ song. But in reality video is right here, right now.

It’s a digital jungle out there and video offers an highly effective means of navigating the communication ecosystem that is evolving around you. Promote your activities. Build your brand. Launch a campaign. Sell your destination. Host an event. Whatever your business, whatever the outcome you’re seeking, Rhubarb Fool will deliver the expertise you require and make video an essential element of your commercial strategy.

Youtube is now the second most popular search engine in the world and is owned by Google, occupying the number one spot.

This means Youtube videos are the stars in any Google search. However, with 35 hours of video uploaded to Youtube every minute, ensuring that your video rises above the crowd is a real challenge.

Our showreel

Rhubarb Fool draws on some of the most experienced people in the world of film, television and commercials to create its video campaigns. We’ve worked with a few people who’ve been around. Deep breath …..

Lonely Planet, BBC, Paramount Pictures, Pathe Films, National Geographic, Discovery Channel, Travel Channel, Animal Planet, Top Gear, MTV, Al-Jazeera, Thames Television, ITV, Radical Media, Pepsi, Paramount Pictures.

From a three minute hotel promos to feature length documentaries, it’s all in a day’s work for Rhubarb Fool.

Subtitles & Voiceover

You’ve probably already guessed that multi-lingual content is a huge part of what we do here at Rhubarb Fool. And rightly so – how could we claim to be an international tourism marketing agency of repute if we didn’t place huge significance on language and culture?

Don’t miss out on a piece of the proverbial ‘internet video’ pie just because the primary language of your videos is English. Our network of translators, transcreators and copywriters have the capabilities to provide expert voiceover and subtitles so that your message gets through to those key overseas markets.

360º Product Photography

360 Product Photography allows online shoppers to check out a product from every angle by rotating it, zooming in and out on the detail.

Case Studies

Freshfields

Rhubarb Fool produced a feature length ‘firm legacy film’ for one of the world’s foremost law-firms, Freshfields. Such a production is useful for a brand... more

Travel content

Lonely Planet

Rhubarb Fool’s travel guru Nick Ray has built his incredible travel knowledge through working for Lonely Planet as a senior guidebook... more

The future’s about people, not products.

And it’s time to get people talking about your brand. You probably already know that the best way to do this is through social media.

More and more consumers are seeking out the thoughts and views of other consumers on platforms such as Twitter, Facebook and Weibo when they are making their purchase decisions. We won’t ignore this. We know it’s essential to maintain clear channels of communication between brand and customers across all platforms.

At Rhubarb Fool, we believe that brand absence in any high footfall environment can have a detrimental impact. Brand presence in a high footfall environment can engage customers and enrich their brand awareness and experience.

 Why not read our post on SEO for small businesses

The benefit of marketing in the social media environment is that the interactions between the customer and the brand are reciprocal. As your customer learns about you, so you can learn about your customer.

Rhubarb Fool will help your brand develop an effective social media presence, as well as a defined digital footprint. This can deliver demonstrable business benefits to you.

Understanding Chinese Social Media

Did you know that Chinese consumers participate in social media significantly more than their Western counterparts? Western users may consult Twitter, Facebook et al before making a purchase, but nowhere near on the same scale as the Chinese ‘netizen’ population. The total population Chinese internet users now reaches a staggering 618M, with 500M of those on mobile.

Needless to say, there is a vast market out there to be tapped into. Although Facebook, Google+ and Twitter dominate the western market, 6 out of the top 10 of the top global media properties are Chinese Social Media sites.

This becomes even more significant when you consider VisitBritain’s latest findings – the number of visitors to the UK from China has doubled in the past 5 years and is expected to treble again by 2020. If you don’t have an online presence in China, you need to change that, and fast.

Download our understanding Chinese
social media brochure here.

The first thing that comes to mind when you think of Chinese internet is probably the ‘Great Firewall of China’. It’s true that Twitter, Facebook and Youtube are banned there, and when it comes to navigating the local alternatives, it can be heard to know where to begin. That’s where we come in.

Rhubarb Fool can help your brand develop an effective social media presence across the whole region.

Our services include marketing your brand across all the major social platforms with an emphasis on Weibo, China’s version of Twitter and most popular social networking platform.

Rhubarb Fool can:

• Establish an authorised account for your brand on the major platform that is the best fit for your brand’s needs.

• Translate and adapt your message to a Chinese audience.

• Through daily blogs or monthly campaigns, ensure we put your message in front of the people who matter most. Defining your digital footprint in China can deliver demonstrable business benefits to you. It can expand a customer base, increase brand awareness, identify other receptive customer groups and establish your business at the forefront of intellectual and creative capital within its field.

• Expand your campaign beyond social media by creating and translating a .cn hosted microsite to engage Chinese customers, complete with SEO for China’s biggest search engine Baidu and PPC advertising on relevant platforms.

• Provide Chinese subtitles or voiceover for existing English-language videos as part of a campaign on Chinese video platform Youku.

In China we want you to set the agenda. Not your competitors.

Rhubarb Fool can support your business by offering: Web and Social Media Integration, Social Marketing Campaigns Channel and Platform Development, Online Community Development on both English social media channels or on Weibo.

Case Studies

Freshfields

Rhubarb Fool produced a feature length ‘firm legacy film’ for one of the world’s foremost law-firms, Freshfields. Such a production is useful for a brand... more

Westfield

Westfield operates the world’s largest portfolio of shopping centres. When it wanted to develop a synchronised brand experience for its entire visitor collateral... more

Travel content

Lonely Planet

Rhubarb Fool’s travel guru Nick Ray has built his incredible travel knowledge through working for Lonely Planet as a senior guidebook... more

Rhubarb Fool iPad apps

iPad Apps

Published by Morris Visitor Publications, the world’s largest producer of visitor information, IN London Magazine is a mainstay publication in luxury hotels across the... more

Rhubarb Fool

Eastlife

Thompson Media Partners  engaged Rhubarb Fool to manage and generate all  the content for its lifestyle magazine Eastlife, plus a host of regional and lifestyle... more

Rhubarb Fool

UKinbound

UKinbound is one of the leading trade associations and the only one that focuses solely on the interests of the UK’s inbound tourism sector. With a... more

Rhubarb Fool Website design and build

Flash Animation

When London success story Westfield was looking to gain web presence for its beautiful (Rhubarb Fool-produced) pull-out guide, it tasked us with delivering both a... more

We build beautiful websites and tip top apps.

At Rhubarb Fool we understand that a stylish and well-designed digital presence can only be delivered effectively if it is supported by the very best functionality. We build beautiful, content-rich websites and mobile apps that put your content in people’s hands.

We know that if users have a rewarding digital experience with your brand, they are much more likely to become your customers. And these new customers can in turn become your advocates, sharing their great experience of your brand within their social networks.

We also believe that there’s no point building a site if nobody can find it. We use the latest SEO techniques to rank your site and make your mark out there in what’s increasingly coming to resemble a digital jungle.

Rhubarb Fool is digital, SEO, animation, website design

An ongoing relationship

A digital presence needs to be constantly updated if it is to maintain brand presence in an increasingly socially connected world. We strive to develop a long-term digital strategy with our customers.

Rhubarb Fool is able to offer:

  • Website Design and Development
  • Online Brand Management
  • Content Management Systems
  • Search Engine Optimisation (SEO)

Listen. Create. Communicate.

We know its easy to say but, honestly… it’s our ethos. It’s why you’ll find that staff at Rhubarb Fool will always be happy to work with you. From the moment you first contact us, we’ll make the process of web design about one thing above all others: you.

iPad Magazine Apps

We believe that magazines need to go way beyond print and web. At Rhubarb Fool we utilise the power of applications on tablets such as the iPad to create media-rich, interactive experiences for customers. Our iPad apps literally bring magazines to life like never before. Coupled with our own “Multi-Lingual Touch Button©” functionality, your content is automatically adapted into any language you wish by our network of living, breathing, native editors. An approach that truly allows your brand to reach more of your customers than ever.

Case Studies

Freshfields

Rhubarb Fool produced a feature length ‘firm legacy film’ for one of the world’s foremost law-firms, Freshfields. Such a production is useful for a brand... more

Westfield

Westfield operates the world’s largest portfolio of shopping centres. When it wanted to develop a synchronised brand experience for its entire visitor collateral... more

Travel content

Lonely Planet

Rhubarb Fool’s travel guru Nick Ray has built his incredible travel knowledge through working for Lonely Planet as a senior guidebook... more

Rhubarb Fool iPad apps

iPad Apps

Published by Morris Visitor Publications, the world’s largest producer of visitor information, IN London Magazine is a mainstay publication in luxury hotels across the... more

Rhubarb Fool

Eastlife

Thompson Media Partners  engaged Rhubarb Fool to manage and generate all  the content for its lifestyle magazine Eastlife, plus a host of regional and lifestyle... more

Rhubarb Fool

UKinbound

UKinbound is one of the leading trade associations and the only one that focuses solely on the interests of the UK’s inbound tourism sector. With a... more

Rhubarb Fool Website design and build

Flash Animation

When London success story Westfield was looking to gain web presence for its beautiful (Rhubarb Fool-produced) pull-out guide, it tasked us with delivering both a... more