Marketing
Tonight Media supported Output Festival by leading its digital marketing communication for the Thailand market. The focus was on presenting the festival clearly and credibly to local audiences, ensuring that key information was easy to understand and shared at the right moments across the campaign timeline.
All communication was produced in Thai and English and adapted for each platform, allowing the festival to speak naturally to both domestic attendees and regional travelers. Messaging prioritised clarity around the event concept, lineup announcements, ticket availability, and practical planning details, helping audiences move from interest to action without confusion.
EDM Addicts acted as the festival’s media partner, reinforcing official announcements through aligned editorial and social coverage. This helped extend reach while maintaining consistency with the festival’s own channels, keeping audience trust high and information accurate throughout the campaign.
Scope of Work
Tonight Media managed the execution of Output Festival’s digital marketing across its official social media channels, covering planning, scheduling, and publishing throughout the full announcement, sales, and event timeline. This included preparing content for key moments such as initial reveals, ticket release phases, reminder posts, and event-week communication. All materials were written and adapted in Thai and English, with attention to platform-specific formats so information remained clear, readable, and consistent across Facebook, Instagram, and TikTok.
Paid social advertising was planned and executed on Facebook, Instagram, and TikTok, structured around defined ticket windows rather than ongoing generic promotion. Campaigns were adjusted as the festival moved through different stages, with creatives and copy updated to reflect current availability, deadlines, and confirmed details. Assets were designed for mobile-first viewing, and all paid traffic was directed to official festival pages to avoid confusion around pricing, entry, or scheduling.
Coordination with EDM Addicts was handled to align media partner coverage with the festival’s official communication calendar. Editorial posts and social updates were timed to support lineup announcements and key updates, ensuring wider exposure while maintaining message accuracy. Creator content was scheduled using approved assets and captions so amplification supported the campaign structure and reinforced the festival’s messaging without overlapping or conflicting releases.
Media Rollout
The media rollout for Output Festival was planned around a defined release schedule covering announcements, ticket sales phases, and event-week communication. Official content was published across the festival’s social media channels in Thai and English, with each post timed to support specific moments such as lineup reveals, ticket availability updates, reminders, and final practical information. This ensured audiences received information in a clear sequence rather than fragmented updates.
Paid distribution supported the rollout across Facebook, Instagram, and TikTok, with campaigns activated around confirmed announcements and active ticket windows. Advertising was aligned with organic posts so audiences encountered the same messaging across multiple touchpoints, reinforcing key details such as dates, ticket access, and event logistics while avoiding conflicting or outdated information.
EDM Addicts extended the rollout through coordinated editorial and social coverage. Lineup announcements, follow-up posts, and clarification updates were released in step with the festival’s official channels, helping widen reach while maintaining message accuracy. All media partner content directed audiences back to the festival’s pages so tickets and event information remained centralised and easy to access..
Tools and Execution Approach
Content production and publishing were managed using platform-native tools across Facebook, Instagram, and TikTok, with assets prepared in formats suited to each channel. Visuals and copy were adapted for feed posts, stories, and short-form video, ensuring legibility and consistency in both Thai and English. A structured content calendar was maintained so updates could be adjusted quickly when announcements or timings changed.
Paid social campaigns were executed through Facebook Ads Manager and TikTok Ads, with separate creative sets prepared for each ticket phase. Campaigns were monitored and adjusted to reflect current availability and confirmed information, allowing ads to stay relevant throughout the sales cycle. All links directed users to official festival pages to avoid discrepancies in pricing or entry details.
Coordination between internal teams and the media partner was handled through shared timelines and approval checks. Assets supplied by the festival were reviewed, resized, and adapted before release, while EDM Addicts content followed agreed guidelines to maintain accuracy. This workflow allowed updates to be deployed efficiently without disrupting the overall campaign structure.
Campaign Results
The campaign achieved strong visibility for Output Festival within the Thai market, with consistent reach across the festival’s own channels and supporting paid activity. Announcements and ticket-related posts reached the intended audience at each stage of the sales timeline, helping maintain steady awareness from early promotion through event week.
Paid social activity supported ticket windows effectively, reinforcing key messages at the right moments and directing audiences to official sources for accurate information. Engagement across Facebook, Instagram, and TikTok reflected clear audience interest, particularly around lineup announcements and final reminders.
Media partner coverage from EDM Addicts further strengthened results by extending reach beyond the festival’s owned channels. Editorial and social posts helped clarify updates and supported traffic back to the festival’s pages, contributing to a coordinated campaign presence across multiple touchpoints.
Results
The campaign established a clear and consistent presence for Output Festival within Thailand’s EDM audience, strengthening recognition of the event and its positioning in the local market. Communication remained structured throughout the sales cycle, allowing audiences to follow announcements, ticket updates, and event information without confusion.
Audience response showed that messaging resonated with the intended demographic, with increased engagement around key moments such as lineup confirmations and ticket availability. The use of Thai and English across all channels helped broaden accessibility and ensured information was easily understood by both local and regional attendees.
From an operational standpoint, the collaboration between the festival team, Tonight Media, and EDM Addicts ran smoothly, with aligned communication and timely updates across channels. This created a solid foundation for future editions, providing a proven framework that can be reused and refined for upcoming Output Festival campaigns..
