TOOBY
CREATIVE
We design experiences
that connect
people to place
We bring the experience economy to life.
Our expertise spans:
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Place-making and experience strategy
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Destination and activation strategy
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Headline artist advocacy, entertainment and engagement strategy
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Advocacy, audience and stakeholder engagement
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Programming and thematic development
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Cultural and entertainment programming
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Trends, benchmarking and innovation
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Narrative experience and storytelling
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Concept, identity and IP development
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Creative direction and content strategy
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Legacy planning
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Launch programmes and destination activation
Our work might typically include:
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Destination experience programming
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Immersive experiences
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Headline artist advocacy entertainment and engagement strategy
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Major events and live entertainment
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Festivals and cultural programmes
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Parades and public realm activations
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Exhibitions and visitor experience
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Bespoke tourism products
Tooby Creative Ltd is an independent experience advisory and consultancy based in the UK and working globally with a specialist focus on the Middle East region. We provide senior level expertise in the fields of destination development, tourism, culture, entertainment, events and experience development to support tourism growth, cultural preservation, economic diversification and sustainable community impact.
We advise and support government organisations, tourism authorities, cultural institutions and partner agencies on the experience economy and the creation of experiences that promote dialogue, inter-cultural exchange and authentic engagement with audiences - connecting people to place. We have become loyal and trusted partners, working with our clients over many years.
From strategy, programming and thematic development, narrative content and storytelling, cultural and brand narratives and legacy planning - we work at the intersection of the experience economy and place-making.
We are proud to have collaborated with some of the most exciting and ambitious clients and projects, including The Royal Commission for AlUla, Dubai Tourism, World Expo 2020 Dubai, Roads & Transport Authority, Emaar, Mercedes, Mubadala and Abu Dhabi Tourism and Culture Authority. We help our clients to translate national vision into distinctive tourism products, cultural programmes, events and destination experiences that generate lasting economic, social and cultural value.
We are fortunate to have worked with some of the world's biggest names in entertainment, developing headline entertainment programmes for the World Expo Dubai, where our core team designed and delivered a ground-breaking programme of flagship concerts, specialist engagements, creative content and unique partnership engagements with Coldplay, Alicia Keys, Black Eyed Peas, Mariah Carey, Nancy Ajram and Kadim Al Sahir. Through narrative-led programming and strategic partnerships, we helped deliver one of the largest live entertainment programmes ever presented at a World Expo - using entertainment to inspire global audiences and re-unite the world following the Covid-19 pandemic.
"Kate is insightful, original and highly motivated, not afraid to tackle complex challenges with energy and positivity. Kate worked relentlessly to deliver excellence for the global headline talent entertainment and artists advocacy programme at Expo 2020 Dubai. Her attention to detail and 'can-do' attitude made her an important part of the team and she has my highest recommendation".
Lubna Haroun, Vice President Headline Talent, Director General's Office, Expo 2020 Dubai, United Arab Emirates.
"Kate bought decades of experience to a developing team, consistently demonstrating skill, leadership and enthusiasm for the potential of every project. She combined deep understanding of the region with exceptional insight into the global marketplace for events and visitor experiences, helping to lead a significant step change in the ambition, profile and quality of the site activations across AlUla. As a result of this work, a number of these projects received both national and international recognition and awards. Kate's contribution has played a meaningful role in positioning AlUla as a destination recognised for interpretation, storytelling and meaningful cultural experiences and she has my highest recommendation."
Leila Chapman, Narrative Experience Expert, Royal Commission for AlUla, Saudi Arabia.
Our Founder: Kate Tooby
Kate Tooby is the founder of Tooby Creative, an independent advisory and consultancy with specialist focus on the Middle East. With more than 20 years of international expertise across the experience economy, tourism, culture, entertainment, events and communications, Kate brings together strategic thinking, creative expertise and deep knowledge to help clients translate vision into distinctive experiences and programmes.
Kate has advised and led projects for some of the region's most ambitious destinations, cultural institutions and organisations, working across Europe, the Middle East and North America. Her experience includes the development of major destination experiences, cultural programmes and headline talent entertainment including the World Expo 2020 Dubai, where she worked with global artists including Coldplay, Alicia Keys, Black Eyed Peas, Kadim Al Sahir and Nancy Ajram.
Most recently, Kate collaborated with the Royal Commission for AlUla, shaping visitor experiences that brought AlUla’s extraordinary heritage to life while supporting tourism growth, cultural preservation, economic diversification and sustainable community impact. This translated into the development of an award-winning portfolio of festivals, exhibitions, immersive experiences and luxury tourism products across UNESCO World Heritage Sites. Kate helped turbo-charge the activation strategies, fuelled by consumer insights, trends, research and benchmarking to conceptualise and create world-class, narrative-driven and immersive experiences.
Over two decades, Kate has built an extensive international network of creative, cultural, entertainment and industry specialists. Through Tooby Creative, she is able to bring together hand-picked teams of exceptional creative talent for each project, carefully matched to the ambition, context and needs of each individual project vision.
TOOBY
CREATIVE
Contact
Tooby Creative Ltd
Ballards Lane
London
N3 1XW
UK
UK +44 (0) 7534 654010
UAE: +971 (0) 50 250 5766
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©2018 Tooby Creative Ltd | UK Company No.04822312 | Registered in England and Wales