Official Media Partner
It’s the Ship is one of the largest electronic music festivals at sea in Southeast Asia. The event takes place aboard a multi-day cruise departing from Singapore, bringing together international and regional electronic music acts across several stages over the course of the journey. Festivalgoers experience the event while travelling through regional waters, including routes across the Indian Ocean and the Gulf of Thailand.
The festival has hosted a wide range of well-known electronic music artists over the years, including names such as Nicky Romero, Timmy Trumpet, Alok, alongside a large roster of international and Asian artists. This combination of scale, location, and artist diversity positions It’s the Ship as a complex event to promote, particularly across multiple regional markets.
Due to its international audience and destination-based format, the festival required additional marketing support to strengthen awareness within Thailand. Leveraging our experience in event-focused media and the reach of our platforms, we supported the promotion of It’s the Ship by helping communicate the event’s scale, artist appeal, and travel-based experience to the Thai market.
Scope of Work
Our objective was to increase awareness and ticket interest among Thai audiences by clearly communicating the scale and uniqueness of It’s the Ship as a destination-based electronic music event. This involved positioning the festival effectively within the Thai market and supporting audience understanding of the experience beyond a standard land-based event.
We leveraged our experience within the events industry and our ability to communicate with large audiences through social media platforms such as Instagram, Facebook, and TikTok. Content focused on artist visibility, the onboard festival environment, and the overall event format to support pre-event awareness and consideration.
In addition to pre-event promotion, we were also engaged to provide on-site coverage during the festival. Selected moments from the event were captured and shared across social platforms as part of post-event content, supporting continued engagement and maintaining visibility leading into the following edition of It’s the Ship.
Media Rollout
During the event, we created and published on-site content across social media platforms, including short-form video, stories, and visual highlights that reflected the onboard experience in real time. This allowed audiences in Thailand to follow the event as it happened and remain connected to the festival beyond the physical setting of the cruise.
Audience interaction was actively encouraged through replies, reposts, and shared community content, extending participation to followers who were unable to attend the event. This approach helped maintain visibility throughout the festival period and ensured that coverage remained inclusive rather than limited to attendees only.
Following the event, selected content was repurposed and shared to continue audience engagement and reinforce awareness of It’s the Ship within the Thai market. This post-event activity supported ongoing recognition of the festival and contributed to sustained interest ahead of future editions.
Campaign Tools and Implementation
Marketing activity for It’s the Ship in Thailand was executed through a combination of organic content, community engagement, and paid media support across social platforms. Content was developed specifically for the event, including curated photo albums and creative visual assets designed to communicate the onboard experience and artist presence clearly.
Audience engagement was further supported through structured ticket giveaways, which helped extend reach while encouraging participation from followers already engaged during the pre-event phase. These activities were planned to align with key promotional periods rather than operating as standalone posts.
Paid advertising was managed through targeted social media campaigns, with audience segments refined to reach relevant electronic music listeners and travel-oriented festivalgoers in Thailand. This mix of organic activity, community-driven interaction, and paid promotion allowed marketing efforts to scale effectively while maintaining relevance to the intended audience.
Campaign Results
The campaign contributed to strong awareness and sustained conversation around It’s the Ship within the Thai market. Audience engagement extended beyond the event period, with continued discussion and content interaction following the festival, indicating lasting interest rather than short-term attention.
Ticket sales reached full capacity, reflecting effective visibility and audience reach during the promotional period. Following the event, the organisers engaged us again to support promotion for subsequent editions, reinforcing the value of the exposure and market presence achieved through the campaign.
Overall, the activity supported It’s the Ship in strengthening its positioning among Thai audiences and demonstrated the effectiveness of combining community-driven content, targeted promotion, and on-site coverage within a destination-based event context.
Results
Unfortunately, the global pandemic resulted in delays to subsequent editions of It’s the Ship. While future plans were impacted during this period, the collaboration remains a meaningful part of our portfolio, and we remain open to the opportunity of supporting a future edition should circumstances allow.
