As brands continue to evolve in an increasingly competitive landscape, those that communicate their purpose with clarity and authenticity are the ones that truly stand out.
It’s against this backdrop that Stagecoach Performing Arts recently received national recognition for its innovative approach to brand storytelling and community engagement.
Here, Lisa Stead, Interim CEO of Stagecoach Performing Arts, shares her reflections on the achievement and what it represents for the brand’s future.
Winning the Marketing Award at this year’s BFA awards is an incredibly proud moment for all of us at Stagecoach. For me, it reflects the dedication, imagination and heart that sit at the core of our brand. Marketing within performing arts isn’t simply about bookings and visibility – it’s about telling the story of the transformative experience our students enjoy, and the lifelong confidence, courage and creativity they take with them.
Our recent Creative Courage for Life campaign completely captures this. Working in close partnership with our talented creative agency, Trendy Grandad, we brought to life the concept of a glowing light that follows our students on their Stagecoach journey and beyond. It symbolises everything we aim to nurture in young people: self-belief, expression, resilience and joy. Seeing that light come alive so vividly – and resonate so strongly – has been one of the highlights of the year.
Our Head of Marketing, Dijana Radisevic, articulated the achievement perfectly: “This award is the result of an incredible partnership between our creative agency, our marketing team and the wider Stagecoach network. It’s a testament to the energy and passion that unite us. Together, we’ve created something that genuinely captures who we are and what we stand for. We want to say a huge thank you to Trendy Grandad for helping us bring our Creative Courage campaign – quite literally! – to life.
“We’re equally grateful to our entire Stagecoach community for their enthusiasm and support – from our franchisees and Head Office team to the students and teachers who featured in our campaign imagery and film. This award truly belongs to them all.”
Her words couldn’t be more accurate. This recognition belongs to every franchisee, every teacher, every student and every member of our head office team who contributed to this campaign. It is a reflection of our shared creativity and the collaborative spirit that defines Stagecoach.
The award also marks a key point in our ongoing development as a brand. This past year we’ve expanded our marketing department, welcoming four new specialists whose expertise strengthens the support we offer to our 300+ franchisees worldwide. We’ve also launched a refreshed website – a more accessible, streamlined platform that elevates our digital presence and showcases our continued investment in innovation.
For me, this win is not just a celebration of what we’ve done, but a reminder of what we are committed to doing next. It underscores the vital role marketing plays in empowering franchisees, inspiring families and championing the life-changing impact of performing arts.
As we move forward, we will continue pushing boundaries, nurturing creativity and telling the Stagecoach story with purpose, pride and integrity. If this award proves anything, it’s that when our network unites around a shared mission, we create something truly exceptional – and I cannot wait to see where that collective energy takes us next.
