Marketing
Tonight Media led the digital marketing communication for Thantawan Music Festival, focusing on presenting the event clearly to audiences across Thailand. The campaign centred on building awareness and guiding potential attendees through the festival’s key announcements and ticket phases with messaging that was easy to follow and consistent across platforms.
All public communication was produced in both Thai and English, allowing the festival to reach a broad domestic audience while remaining accessible to regional visitors. Messaging prioritised clarity around the event concept, lineup information, ticket availability, and practical planning details, helping audiences understand what to expect and when to act.
As the primary EDM media partner, EDM Addicts reinforced official announcements through aligned editorial and social coverage. This supported wider visibility while maintaining consistency with the festival’s own channels, ensuring that audiences received accurate information from trusted sources throughout the campaign.
Scope of Work
Tonight Media oversaw the day-to-day execution of Thantawan Music Festival’s online communication, working across the festival’s official social platforms to manage how information was released throughout the campaign. This involved structuring posts around announcement milestones, ticket phases, and event-week updates, while ensuring all messaging remained clear and accurate. Content was prepared in both Thai and English so audiences could easily follow updates regardless of platform or language preference.
Social advertising was handled across Facebook, Instagram, and TikTok, with activity planned around confirmed ticket stages rather than ongoing awareness pushes. Visuals and copy were updated as the campaign progressed to reflect current availability and key reminders, helping guide audiences toward action at the appropriate moments. All ads directed traffic back to the festival’s official pages to keep pricing, entry rules, and schedules consistent.
Media partner coordination was managed with EDM Addicts, aligning coverage with the festival’s official release schedule. Editorial posts and social updates supported major announcements such as lineup reveals and clarifications, extending reach while maintaining message accuracy. Creator participation was organised using approved assets and timelines, ensuring that supporting content strengthened the overall campaign rather than competing with it.
Media Rollout
The media rollout for Thantawan Music Festival followed a structured release plan tied to the festival’s announcement schedule and ticket sales timeline. Content was published through the festival’s official social media channels in Thai and English, with posts sequenced to introduce the event, confirm lineups, support ticket releases, and deliver final event-week information. This ensured audiences received updates in a logical order rather than fragmented or repetitive messaging.
Paid visibility supported the rollout across Facebook, Instagram, and TikTok, with campaigns activated around key moments such as ticket launches and major announcements. Advertising was timed to reflect what was being communicated organically on the festival’s pages, reinforcing current messages and directing attention to official sources for accurate details.
As the primary EDM media partner, EDM Addicts extended the rollout through coordinated editorial and social coverage. Announcements and follow-up posts were released in alignment with the festival’s schedule, helping broaden reach while maintaining consistency in tone and information. All coverage pointed audiences back to the festival’s official channels so tickets and event details remained centralised and easy to access.
Tools and Execution Approach
For Thantawan Music Festival, execution focused on keeping communication organised and adaptable as details were released. Content was prepared directly for each platform, with separate versions created for Facebook, Instagram, TikTok, and YouTube. Thai and English copy was written side by side to ensure consistency, while layouts were adjusted so information remained easy to read across feeds, stories, and video formats.
Advertising activity was handled through Facebook and TikTok advertising tools, with campaigns built specifically around ticket phases rather than long-running promotions. Creative and copy were updated as each sales window opened or closed, allowing messaging to reflect the current stage of the campaign. All ads directed users to official festival channels so audiences could rely on a single source for accurate information.
Daily coordination between Tonight Media, the festival team, and EDM Addicts ensured content releases stayed aligned. Materials provided by the festival were checked, adapted, and scheduled in advance, while media partner posts followed agreed timelines and messaging guidelines. This working process allowed the campaign to move smoothly without rushed updates or conflicting information across channels.
Campaign Results
The campaign successfully introduced Thantawan Music Festival to a wider Thai audience and helped establish clearer awareness of the event during its announcement and sales periods. Social engagement showed that audiences responded most strongly to lineup-related content and practical updates, indicating growing familiarity with the festival and its positioning.
Ticket-related communication benefited from consistent timing and clear bilingual messaging, which helped reduce uncertainty around entry details and planning. Posts tied to ticket releases and reminders generated noticeable interaction, showing that audiences were not only discovering the event but actively following updates as the festival approached.
Support from EDM Addicts played an important role in extending visibility beyond the festival’s own channels. Coverage helped reinforce key announcements and contributed to building early trust in the event, giving Thantawan Music Festival a stronger footing within Thailand’s EDM community and a clearer starting point for future editions.
Results
The campaign helped Thantawan Music Festival reach audiences who were previously unfamiliar with the event, particularly within Thailand’s EDM community. By maintaining a steady flow of clear updates, the festival became more recognisable as announcements and ticket phases progressed, rather than relying on a single peak moment.
Audience response showed that people actively followed the campaign over time. Engagement increased around lineup announcements and practical posts, suggesting that audiences were not only discovering the festival but also paying attention to details and returning for updates as the event drew closer.
The collaboration with EDM Addicts added credibility during the campaign, especially for first-time or newer audiences. Consistent coverage from a trusted EDM media page helped normalise the festival within the scene and supported broader acceptance and awareness ahead of the event.
