Bus will take Ringtons to nation of tea drinkers

May 29 2008 by Andrew Mernin, The Journal

A FLEDGLING digital agency has landed a lucrative deal to strengthen one of the region’s oldest brands. Newcastle’s Orange Bus IT has won a contract to develop the web presence of century-old Ringtons Tea.

The deal comes as Ringtons, of Longbenton, North Tyneside, looks to increase revenue via e-commerce and take its products into new markets.

Orange Bus aims to transform the firm’s limited web presence into a leading resource for anything linked to tea. Orange Bus director Julian Leighton said: “We believe that they have an opportunity to be the number one resource for all things to do with tea on the web.

“Its aim is to drive sales and to find a new customer base and we believe the potential is absolutely huge.”

Ringtons public relations manager Vicki Johnson said: “It’s an exciting time for us. The new website is there to maintain simplistic functionality as well as allowing us to introduce a new interactive dimension that will become an integral part of the Ringtons business.”

Orange Bus has also won a deal to boost the site of London’s 108-year-old nightclub now known as Koko.

Mr Leighton said it had won the contract with the venue, which opened in 1900 as Camden Palace, by taking a different approach from other bidders. He said: “We went to them with some really radical ideas and we put our necks on the line. It’s a massive brand and we are trying to help them promote the club as a brand itself, similar to what was done with Ministry of Sound and Cream.

Orange Bus started life as a digital agency after Mr Leighton met fellow director Mike Parker at a conference.

The firm, named after Mr Leighton’s camper van, has built up an impressive client list, including surf brand O’Neil.

Click here for a look back at the history of Ringtons Tea.