Concert organisers wish their shows to be fully booked, for the sake of a good economy, but also to maintain their reputation and achieving a good atmosphere during concerts. The advertisement scenario addresses the problem of “last minute” advertisement. How to dispatch reserved tickets that are not picked up? How to allow a regular subscriber to sell tickets he cannot use? We met with Trondheim Symphony Orchestra to discuss the advertisement scenario. Reaching visitors in the city is the main potential benefit of the scenario. However an issue even more critical than selling tickets is that of marketing an event. Trondheim Symphony Orchestra is investigating new marketing approaches for attracting a wider public. Marketing live events is especially challenging since no easy-to-publish materials are available for concerts, unlike what is the case for movies.