Cartier Media has been tapped by Just For Laughs Group to promote the 2022 iteration of its Montreal comedy festival, which is being held from July 13 through 31.

Selected from a field of agencies during an RFP, Cartier will support the group in the promotion of this year’s iteration with a 360-degree media strategy. In addition to being the festival’s 40th anniversary, it’s also a return to an in-person event following postponements and cancellations during the COVID-19 pandemic.

Yanick Nadeau, senior marketing director for Just For Laughs Group, said Cartier was chosen for its expertise in performance media buying, but also an ability to think holistically in a way that also included strategy and creativity.

Just For Laughs has been busy securing and expanding its relationship with sponsors such as Boston Pizza and Beneva ahead of its Montreal event.