Sarah Cockburn - Speaker

Making an Impact – The Power of Brand, Voice and Strategy

Heads of Brand & Campaigns at the Edinburgh International Festival

Abstract:

Making an impact in the world's busiest arts marketplace is not only about bold ideas—it’s about consistency, clarity and building lasting brand equity.

Join the Heads of Brand & Campaigns and Communications & Digital at the Edinburgh International Festival as they reveal how a two-speed approach is fundamental to driving real change. Learn how to balance short-term sales goals with long-term brand awareness, harness data to shape strategy, and secure organisational buy-in to create lasting impact – drawing lessons from the world’s largest annual cultural celebration, second in attendance only to the Olympics.

About Sarah:

Sarah (she/her), Head of Brand & Campaigns, Edinburgh International Festival, joined the International Festival in July of 2023 and leads Brand & Campaigns within the Audiences Team. During her time there she’s lead a brand and tone of voice refresh; a reinvention of how the Festival contextualises its events through keepsake freesheets, souvenir programmes, audio introductions, surtitling and innovative concerts formats; and developed compelling narratives round the Festival’s origin story and ongoing centrality to the cultural life of Scotland and the UK through a variety of brand touchpoints. Previously she has worked at several Edinburgh venues which host the Festival each year. As Head of Communications and Digital at Capital Theatres, highlights included leading a successful media and digital campaign to raise emergency funds for the redevelopment of the King’s Theatre; and launching the Scottish Premiere of Hamilton. As Communications Manager at The Lyceum, she led on a 50th anniversary season campaign resulting in record breaking sales; and worked on transfers of Local Hero and Touching the Void to London’s West End. Prior roles include marketing, communications and audience development posts at Derby Theatre, Forced Entertainment and Sheffield Theatres.

🎟️ A must-attend session for anyone shaping cultural branding, audience engagement, and storytelling in the arts.
📅 17-19 June, 2025