Your marketing plan starts when you register your show, if not before. Remember, the wording and image that accompany your listing on our website will be the first impression anyone has of your show, so you have to make it count.

Your show copy is a vital tool in promoting your show, and the best advice we can give you is to have a look at the last Fringe programme and read through it to see what works best. Think simple, clear and informative.

Your entry gives you the opportunity to use 100 words. Give a clear picture about the your and think about including reviews and quotes. Your word limits include your show title. Below are some examples from previous programmes:

The Place Presents: Vera Tussing Projects
London’s boldest dance theatre brings hit shows to the Fringe. How do we touch without touching? Without leaving your seat, join us in an empathetic, exhilarating, imagined touch. Fragile, funny and interactive. #tdance

Paul Dabek Mischief
Paul Dabek / PBH’s Free Fringe
Dabek returns armed with his box of tricks and razor-sharp wit to spread madness, mirth and mischief! Expect edgy quick-fire comedy, dirty shadow puppets and jawdropping magic with ‘machine-gun delivery’ (Scotsman). ‘Superb showman’ (Time Out).

Helen Duff: Smasher
Helen Duff / Free Festival
An explosive smash of storytelling, synchronised swimming and subversively simple songs. Smashing, guaranteed. ‘A cross between Alan Partridge and Margaret Thatcher… bold, subversive and very funny’ ***** (Scotsman) ‘Superbly played’ (Times) ‘Enthralling’ (Time Out).

And here’s how Helen Duff expanded her text for web entry:
Epic storytelling, synchronised swimming and subversively simple songs from this Fringe First nominated maker of mischief. Smashing, guaranteed. ‘A cross between Alan Partridge and Margaret Thatcher... bold, subversive and very funny’ **** (Scotsman). ‘Duff has a natural aura that makes her performance seem effortless’ ***** (, Adelaide). ‘A powerhouse performance ... hilarious experience’ **** ( ‘A very talented storyteller, clown, comedian and actress rolled into one wide eyed bundle of talent’ ( Judge’s Choice Award VAULT 2015.

Top tips

  • Make sure your copy is simple and informative. Although including a star rating or a quote from a rave review is a good indicator of the success of previous productions, remember your audience wants to know about the show’s content.
  • Make sure your copy is clear. Even if your show is off the wall, going too bonkers is just as likely to persuade people to steer clear.
  • Avoid slang and colloquialisms – the audience’s first language may not be the same as yours.
  • Show your copy to friends and family – get feedback from people who aren’t as familiar with the show as you are.
  • Remember that listings are available to all, including children, so even if your show isn’t appropriate for all ages, your copy should be.
  • Take a look at the Fringe Style Guide.

Choose your image to go alongside your listing. How you choose to go about it depends on the show itself − a seemingly straightforward task for a stand-up comedian could become a mammoth task for a fifty-piece orchestra. Keep it simple and remember, the image on must be a square.

When choosing an image, remember to think about how it ties into your overall marketing – in the past and in future, as well as for the upcoming Fringe. Perhaps you already have strong imagery you’ve used previously; if not, use your show or company logo. If you’re a new company or this is your first production, try to find an image that will work well in future marketing.

Illustrations are great:

  • if you don’t have any great production shots
  • if your marketing will lend itself to continuing that style of design 
  • if they’re more effective than photos in capturing audiences’ imagination around your show.

Be careful to avoid:

  • using a stunning but irrelevant illustration
  • using an illustration that won’t translate to flyers and posters
  • using a low-res illustration.

Show/production shots are great:

  • if the image is striking
  • if that image will also be used for publicity, including in print and online media
  • if they’re consistent with your overall branding, eg the costumes in the listing image are the same as those seen on stage.

Be careful to avoid:

  • an image that will not appear on any further print, eg that’s overly specific to the Fringe
  • a production snapshot that is not representative of the show
  • using a low-res/unprofessional photo.

Your image must be a minimum of 343 pixels square (or 29mm square at 300dpi) and in a jpg format. The closer you are to that size before you start, the easier it is for you. Ask your designer to produce this to the spec and in CMYK and you’ll find it easier to upload.

At show registration you will be required to choose a show media contact. This is an important piece of information to get right whether that means remembering to update it when you hire a publicist or making sure the mobile number and email you enter are for someone who will be available to take calls and read the bulletins throughout the lead up to and during the Fringe. Getting this right means the media have your details correct for fact checking that all-important story, and the right person will receieve any unique media opportunities sent out via the Fringe Media Office email bulletins.

Check with your venue if they are supporting your show registration – and make sure your contact details are down correctly.

Your show listing on our website includes a reviews tab where professional and audience reviews can be listed. Sharing positive reviews via social media, or by attaching stars/quotes to your poster, can be a great opportunity to promote your show.

Audience reviews

Our audience review policy allows any registered website users to post reviews on show listings. 

You can opt out of receiving audience reviews during registration, or at any later date by contacting [email protected].

If you opt out the message “This show or event has opted out of audience reviews” will be displayed within the ‘Audience Review’ section of your online listing. Opting out once the festival has started means all audience reviews that have already been submitted – whether positive or negative – will be hidden.

Reporting abuse

Any review posted on our site can be reported to the Society as inappropriate by using the Report Abuse function. The Society will then review the post and may remove it if it is found to contain any of the following:

  • personal abuse
  • hate speech
  • expletives or offensive / threatening language (based on the Fringe style guide)
  • spam
  • spoilers / sensitive plot information
  • information which is not relevant to the content of the performance.

Reviews posted within these guidelines will not be removed simply on the basis that they are negative.

The Edinburgh Festival Fringe Society reserves the right to remove or edit reviews.

Please get in touch with [email protected] if you have any specific questions about the information on this page. A member of our team can set up a 10-minute slot to talk things over with you on the phone or on a video call.

Please note, slots are based on team availability.