How we built a single automated advertising system to sell out shows on 4 continents — without a dedicated team.
Star Entertainment and Lancelot Production produce and tour some of the world's most spectacular live shows — The Music of Hans Zimmer, The Magical Music of Harry Potter, The Lion King in Concert, and more. They run over 1,500 concerts a year across the USA, UK, Europe and Asia, consistently achieving sold-out rates above 80%.
The challenge: every show has a different city, venue, date, and audience. New dates go on sale every week. Managing advertising at this scale manually is simply not possible — unless you build a system that runs itself.
At this volume, building campaigns by hand is simply impossible. Each concert needs its own ads targeting the right city, at the right time, with the right creative. New shows go on sale every week. The traditional approach would require an entire advertising department.
The goal was clear: build a single, automated advertising system capable of handling any number of events simultaneously, adapting to each market, and scaling without proportional increase in human effort.
We designed a scalable campaign structure using Performance Max and Smart Bidding — built to handle hundreds of simultaneous events without manual intervention per show.
We built a feed-based creative system that automatically generates ads for each event: correct venue, date, city and show name — with zero manual production time per concert.
Bidding strategies are connected to real-time availability data — budget automatically shifts toward shows with available seats, and scales back as venues fill up.
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