Sarah Cockburn - Speaker
Sarah Cockburn
🚀 Join us to discover how bold branding strategies can create a lasting impact in the cultural world!
📅 June 17-19, 2025
🎤 Speaker Announcement – CTA Amsterdam ✨
We're excited to announce that Sarah Cockburn, Head of Brand & Campaigns at the Edinburgh International Festival, will be one of the speakers at our next conference in Amsterdam!
🌟 Title: Making an Impact – The Power of Brand, Voice, and Strategy
🌍 Abstract:
In today’s crowded cultural landscape, making a lasting impact is not just about creativity—it’s about clarity, consistency, and building strong brand equity. Sarah Cockburn will share key insights from the Edinburgh International Festival, the world’s largest annual cultural celebration after the Olympics.
She will explore how a strategic and dynamic approach to branding can shape audience engagement, create compelling narratives, and drive long-term cultural influence. From refreshing brand identity to crafting immersive storytelling experiences, Sarah will demonstrate how to build a festival identity that resonates across multiple channels and generations.
👩🏫 Bio:
As Head of Brand & Campaigns at the Edinburgh International Festival, Sarah Cockburn has led transformative projects, including a brand and tone of voice refresh, reimagining how the festival presents itself to audiences. Her work has helped redefine audience experiences through innovative formats like audio introductions, surtitling, and interactive concert storytelling.
Before joining the festival, Sarah played key roles in shaping cultural branding at major Scottish venues. At Capital Theatres, she led a high-impact digital and media campaign that raised emergency funds for the redevelopment of the King’s Theatre. At The Lyceum, she spearheaded a 50th anniversary campaign, delivering record-breaking sales and successfully transferring productions like Local Hero and Touching the Void to London’s West End.