Founder & Director
Dawn Farrow
Dawn is a global leader in experience marketing, with over 36 million tickets sold for live shows, immersive experiences, and cultural events including Squid Game: The Experience and Friends™: The Experience. She helps brands and creators unlock the $12 trillion experience economy by turning moments into movements; blending data, psychology, and storytelling to drive growth.
A trusted voice in the industry, Dawn shows marketers how to go beyond selling tickets to building communities, loyalty, and cultural relevance.
Bio
Having begun her career marketing regional tours and West End shows, Dawn built her first business “Boom Ents”, a marketing, advertising and partnerships agency. She broadened her reach to marketing comedy events, immersive experiences, pop-up dining, family events, arena tours, exhibitions, circus and outdoor cinema.
In her current freelance capacity, she heads up strategies and campaigns on major location-based entertainment and, through her network, builds high-performance teams to deliver brand, advertising and marketing visions.
There are few people that Dawn doesn't know or hasn't met in her field. In lockdown, she established ‘Dogs and Coffee’, a network of over 1,000 sales, marketing and communications individuals seeking support and advice. She went on to run an online conference for 250 of them.
On Sale Group is a natural extension of Dawn’s work to date and her vision to build a confident, smart and empowered community in order to sell more tickets and make brands famous. She is also the founder of The Global Institute of Experience Marketing the only training institute may by and for marketers working in the experience economy.
Dawn is the strategic vision behind many of the most successful ticketed experiences including; The FRIENDS™ Experience: The One in London, Batman Unmasked, Cbeebies, Walking with Dinosaurs the Arena Spectacular, Alice’s Adventures Underground, Birmingham Royal Ballet and Nitro Circus.