In order to reach young adult music lovers, we honed in on a digital ad strategy that targeted audiences that had a high interest in music. In 2015, our digital-first plan resulted in a sold-out show the Saturday night of the festival. MA+A showed the Gasparilla Music Festival (GMF) leaders that they did not have to physically be in another market to advertise to that market. They could focus on building wonderful music festivals and giving back to the community instead of allocating that time to advertise in different markets. That was where MA+A could assist.