Comprehensive SEO actions were carried out as part of long-term cooperation, including website optimisation, positioning to selected keywords and acquiring top-quality links to the website. Thanks to such an approach, it was possible to increase the website’s visibility in the search results and promote the festival. Just like in the case of every music festival, there could have been systematic image crises affecting the decrease in ticket sales. To avoid this scenario, we offered comprehensive online brand monitoring combined with Buzz Marketing, thanks to which the festival’s organiser had full control and knowledge concerning the content and negative opinions about the festival appearing online as well as a possibility of preventing possible crises from taking place. In order to increase online ticket sales and promote the anniversary edition of the Sunrise Festival in 2017, the advertising actions were expanded by means of an extra channel, i.e. Google Ads, including sponsored links and retargeting.