Marketing
Tonight Media serves as the parent company and lead marketing authority behind 808 Festival, overseeing how the festival is presented, communicated, and perceived across its public-facing channels. The marketing approach is designed to operate at scale, supporting the festival’s growth as a major electronic music event within Thailand while maintaining clarity and consistency across all audience touchpoints.
The campaign is structured as a unified ecosystem that connects official festival communication with trusted EDM media outlets and broader lifestyle visibility. EDM Addicts acts as the primary EDM media partner, supported by an extended network of partner pages including EDM House Network, EDM Exclusive, Partyverse, and WhatIsEDM, allowing messaging to travel beyond the festival’s own platforms while remaining aligned with official information.
Across multiple editions, marketing for 808 Festival has focused on long-term audience development rather than single-event promotion. Communication is planned to support each phase of the festival lifecycle, from early announcements through ticket sales and event week, ensuring audiences receive clear, timely information in both Thai and English. This approach has positioned 808 Festival with a recognisable identity and a stable communication framework that evolves year after year without losing consistency.
Scope of Work
Tonight Media managed the execution of marketing operations for 808 Festival across digital, partner, creator, and offline channels. This included overseeing the festival’s official social media platforms, managing content calendars and publishing schedules, and ensuring that all public-facing communication remained accurate and consistent throughout the full announcement, sales, and event timeline. Messaging was prepared in both Thai and English to support nationwide and regional audiences.
Paid media activity was executed across Facebook, Instagram, and TikTok, structured around ticket release phases and major announcements. Campaigns were aligned to each stage of the sales cycle, from early reveals through to timetable releases and event-week communication. In parallel, distribution was extended through a coordinated network of media partners and creators. EDM Addicts served as the lead EDM media partner, supported by outlets such as EDM House Network, EDM Exclusive, Partyverse, and WhatIsEDM, ensuring announcements and editorial coverage followed the official festival calendar.
Offline visibility was integrated into the overall campaign through coordinated placements across city billboards, cinema venue screens, residential and office media networks, vending machine placements, and on-site branding. To support scale and efficiency across multiple editions, Tonight Media maintained a central creative system with standardised templates, bilingual caption banks, and update-ready master files. This allowed rapid adjustments when lineups or schedules changed while keeping all digital, partner, and offline communication aligned.
Media Rollout
The media rollout for 808 Festival was structured around the festival’s announcement, ticketing, and event-week timeline. Communication was released in clearly defined phases, beginning with early confirmations and lineup announcements, followed by ticket phase updates, timetable information, and practical attendee guidance as the event approached.
Official festival channels acted as the primary reference point for confirmed information, with amplification through EDM-focused media and partner pages released in sync with official updates. EDM Addicts served as the lead EDM media partner, publishing voice-over lineup reveals, stage previews, next-day highlights, and editorial coverage that clarified key updates and directed audiences back to official sources. Partner pages extended reach while following the same publishing schedule to avoid conflicting or outdated information.
Offline exposure was introduced to reinforce key moments in the campaign rather than operate independently. Placements were timed to support major announcements and ticket phases across Plan B Media city billboards, Major Cineplex venue screens, Taobin vending machines with on-site presence, and Focus Media screens in condominiums and offices. This ensured audiences encountered consistent messaging across both digital and physical environments at the same points in the sales cycle.
Tools and Execution Approach
Execution was supported by a centralised production and control system designed to manage frequent updates without breaking consistency. Standardised design templates, layout grids, and caption structures were prepared in advance, allowing content to be updated quickly while maintaining a uniform visual identity across all placements.
A single source-of-truth workflow was used for lineup information, schedules, ticket phases, and attendee details. When changes occurred, assets were revised at the master level and redistributed in updated formats, reducing the risk of mismatched information appearing across different channels. Thai and English copy was developed in parallel to maintain accuracy and avoid interpretation gaps between languages.
Internal coordination focused on timing, approvals, and version control rather than reactive publishing. Clear handover points between content, media buying, partner publishing, and offline placement ensured updates were released simultaneously and accurately. This execution framework allowed the campaign to scale across multiple editions while maintaining clarity, speed, and consistency.
Campaign Results
The integrated campaign supported strong visibility for 808 Festival across both digital and offline environments throughout the full sales and event timeline. Coordinated communication across official channels, media partners, creators, and physical placements ensured that key announcements, ticket phases, and attendee information reached audiences consistently and without fragmentation.
Audience response reflected effective alignment between messaging, timing, and platform usage. Engagement across social platforms demonstrated clear interest in lineup announcements and event updates, while offline exposure reinforced awareness beyond digital audiences. The combined approach contributed to sustained attention leading into the event period, rather than isolated spikes tied to single announcements.
From an operational perspective, the campaign validated the effectiveness of a multi-channel system built around shared timelines and unified messaging. The results reinforced the value of combining owned channels, trusted media partners, creators, and offline visibility as part of a single, coordinated festival marketing framework.
Results
Beyond immediate campaign performance, the marketing framework established for 808 Festival created a repeatable system that could be carried forward across future editions. Standardised creative structures, bilingual messaging, and coordinated timelines allowed the festival to maintain consistency while adapting to new lineups, schedules, and market conditions year on year.
The campaign also strengthened coordination between official channels, media partners, creators, and offline placements, reducing fragmentation and improving the reliability of public-facing information. This continuity supported audience trust and made it easier for attendees to follow updates across different phases of the festival lifecycle.
Overall, the project demonstrated how a unified, multi-year marketing approach can support both short-term event promotion and long-term brand positioning, providing a scalable foundation for future editions of the festival.
