To support Just For Laughs’ sales efforts during the Festival, GTI Canada identified a custom campaign strategy adapted to the fast pace of this event industry giant. Keyword search results found through the SEO audit during a previous project allowed to better address the 2015 campaigns. The association of these keywords with the daily headliners’ pages resulted in an “intelligent” media buying. To maintain the sales level of each show on a daily basis, a close follow-up was also required throughout the Festival period, another great challenge achieved by the team.