Marketing
Marketing for Road To Ultra Thailand 2023 centred on aligning a globally recognised festival brand with how audiences in Thailand actually consume event information. The work required close coordination with Ultra’s international team while ensuring that communication felt natural and relevant within the local electronic music landscape.
Rather than reinventing the message, the focus was on presenting Ultra’s announcements, visuals, and timelines in a way that remained familiar to Thai audiences. Attention was placed on pacing, clarity, and context, making sure each update landed at the right moment and reflected confirmed information without dilution or overstatement.
EDM Addicts played a supporting role in reinforcing key announcements within Thailand’s EDM community. Coverage was positioned to complement Ultra’s official communication, helping important updates reach active festival audiences while keeping all traffic and attention directed toward Ultra’s own platforms.
Scope of Work
Tonight Media was responsible for managing local marketing operations for Road To Ultra Thailand 2023 in coordination with Ultra’s Thailand team and Ultra Worldwide. This involved aligning all local-facing communication with Ultra’s global direction while adapting materials for Thai and regional audiences across the full campaign timeline.
The scope covered localized content preparation, scheduling, and publishing across social platforms, as well as coordination of paid media under Ultra’s approved framework. All messaging, captions, and visual adaptations were reviewed to ensure accuracy, brand compliance, and timing alignment with Ultra’s official announcements, ticket phases, and event-week communication.
In addition, Tonight Media handled influencer and creator coordination in Thailand, working closely with EDM Addicts to support media coverage and on-ground content. This included briefing creators, aligning posting timelines, and ensuring that third-party visibility reinforced Ultra’s official messaging rather than fragmenting information or introducing inconsistencies.
Media Rollout
Media visibility for Road To Ultra Thailand 2023 followed Ultra’s official release points. Local posts were published only after confirmations from the Ultra Thailand and Ultra Worldwide teams, ensuring that artist names, dates, ticket phases, and visuals matched the global announcements exactly.
EDM Addicts and selected creators published content at the same time as Ultra’s releases, using approved materials and confirmed information. This helped widen reach in Thailand without changing wording, visuals, or timing, and avoided situations where audiences saw different versions of the same announcement.
As the event approached, communication shifted toward presence on the ground rather than repeated promotion. Content focused on the event itself, crowd moments, and official highlights, closing the campaign without reopening lineup or ticket messaging.
Tools and Execution Approach
Work on Road To Ultra Thailand 2023 was carried out under Ultra’s existing systems and approval structure. All assets, captions, and timings were prepared locally by Tonight Media but reviewed and cleared with the Ultra Thailand and Ultra Worldwide teams before release. This ensured that nothing went public without confirmation and that local adaptations stayed within Ultra’s guidelines.
Publishing and paid activity were handled using Facebook, Instagram, TikTok, and YouTube native tools, following Ultra’s global media direction. Local adjustments were limited to language, timing, and placement for Thai audiences. Paid support ran under approved parameters, with changes made only when instructed or cleared by Ultra’s core team.
Influencer and creator activity was coordinated manually rather than automated. Creators were briefed with approved materials, posting windows, and clear do’s and don’ts around wording and visuals. On the ground, photo and video capture followed Ultra’s media rules, with content handed off for review before distribution through EDM Addicts and official channels.
Campaign Results
The coordinated rollout supported strong visibility for Road To Ultra Thailand 2023 across Thai and regional audiences, with consistent messaging maintained between Ultra’s official channels, EDM Addicts, and creator posts. Announcements, lineup reveals, and reminders were released on schedule without conflicts or misinformation, which reduced confusion around dates, ticket phases, and event details.
Paid and organic activity worked together to reinforce key moments in the sales timeline, especially during lineup drops and the lead-up to event week. Localized Thai and English content helped ensure accessibility for different audience segments, while alignment with Ultra’s global framework kept branding and tone consistent with other Road To Ultra editions worldwide.
From an operational perspective, coordination between Ultra HQ, Ultra Thailand, Tonight Media, and EDM Addicts ran smoothly. Approval flow, publishing timing, and creator coordination stayed controlled throughout the campaign, allowing the team to respond to updates quickly while keeping all public-facing communication accurate and aligned.
Results
The collaboration helped Road To Ultra Thailand 2023 maintain clear and reliable communication throughout the full promotional period. Audiences were able to follow announcements, lineup updates, and ticket phases without mixed signals across platforms, which supported confidence in planning attendance and purchasing tickets ahead of time.
From a local execution standpoint, the structure between Ultra’s core team, Tonight Media, and EDM Addicts proved effective in handling a global festival brand within a Thailand-specific context. Content approvals, language adaptation, and publishing schedules stayed aligned, allowing global announcements to land correctly with Thai audiences while preserving Ultra’s brand standards.
The working process established a solid reference for future collaborations between international festival teams and local media partners. The approach demonstrated how global direction, local market understanding, and trusted EDM media coverage can operate together without diluting messaging or overwhelming audiences during a high-volume festival campaign.
