Marketing
The collaboration with Onyx Club Bangkok focuses on sustaining long-term visibility rather than isolated event promotion. Marketing activity is structured around the club’s ongoing nightlife calendar, ensuring that regular nights, guest DJs, and major in-house events are communicated in a way that feels continuous and dependable to returning audiences.
Rather than treating each event as a standalone push, content is planned to reinforce Onyx’s position within Bangkok’s club scene over time. Announcements, reminders, and highlights are spaced to keep attention consistent, while larger moments in the calendar are given additional emphasis without disrupting day-to-day communication.
Selected events are supported through collaboration with EDM Addicts, adding external visibility among dedicated EDM audiences. This partnership allows Onyx to extend reach beyond its own channels while keeping all messaging aligned with official club information and booking channels.
Scope of Work
Tonight Media is responsible for planning and executing Onyx Club Bangkok’s ongoing marketing output across its full event calendar. This includes structuring monthly and weekly content plans, preparing announcements for regular nights and special events, and ensuring that all public-facing information remains accurate, timely, and easy to follow.
The work also covers content production and coordination, including artwork preparation, short-form video assets, caption writing in Thai and English, and scheduling across the club’s social platforms. Messaging is adapted to each event phase, from initial announcement through reminder posts and post-event recaps.
For selected nights and larger campaigns, Tonight Media coordinates joint activity with EDM Addicts, aligning timelines, assets, and publishing schedules so coverage remains consistent across both brands. Paid support is applied when required around high-traffic periods, with adjustments made based on event type and response rather than fixed templates.
Media Rollout
Media rollout for Onyx Club Bangkok is structured around the club’s live event calendar, with content released in clearly defined phases rather than one-off announcements. Each event cycle begins with an initial announce, followed by reminder posts and timing-focused updates closer to the event date, ensuring audiences receive information in a predictable and easy-to-follow sequence.
Key nights and larger in-house events are supported through coordinated publishing across Onyx’s own channels and EDM Addicts’ platforms. Announcements are aligned in timing and wording so audiences encounter the same information across multiple touchpoints without conflicting details around artists, dates, or booking instructions.
For higher-priority events, rollout is extended through selective paid amplification to maintain visibility during peak decision windows. Publishing schedules are adjusted based on event timing and audience response, allowing attention to build steadily rather than relying on short bursts of exposure.
Tools and Execution Approach
Work for Onyx Club Bangkok was carried out using a structured but flexible workflow. Event details were checked and confirmed before anything went live, with artwork, captions, and short videos prepared specifically for each event rather than reused across nights. This helped avoid mistakes around dates, artist names, or booking information.
Posting and paid support were managed directly through the native tools of Facebook, Instagram, TikTok, and Line OA. Boosting was applied only when it made sense, such as around high-demand nights or major events, and adjusted manually based on response rather than fixed budgets or preset rules.
Content captured on event nights was handled with quick turnaround in mind. Photos and video clips were selected, edited, and published while the event was still relevant, either as same-week highlights or next-day posts. This ensured promotion stayed connected to the club’s actual activity rather than feeling delayed or disconnected.
Campaign Results
The ongoing marketing activity supported steady awareness for Onyx Club Bangkok across both regular club nights and larger in-house events. Clear and repeated communication around event details helped audiences understand what was happening each week, reducing confusion around timings, artists, and booking options.
Events that combined clear announcements with short video content and timely reminders showed stronger engagement, particularly during busier periods and special campaigns. Paid support applied around these moments helped maintain visibility without overwhelming audiences or diluting the club’s overall messaging.
Collaboration with EDM Addicts contributed to wider reach for selected events, especially during takeover nights. Coordinated publishing across both brands helped reinforce credibility around announced lineups while keeping all traffic directed toward Onyx’s official booking channels.
Results
The collaboration helped Onyx Club Bangkok maintain a more organised and predictable flow of communication across its ongoing event schedule. Regular guests became familiar with how events were announced and promoted, making it easier for audiences to follow upcoming nights and act on bookings without relying on last-minute information.
Over time, recurring formats and special events gained clearer recognition, allowing audiences to understand what to expect from different nights at the club. This consistency supported repeat attendance and reduced uncertainty around guest DJs, event timing, and reservations.
From a working perspective, the structure between Tonight Media, Onyx Club Bangkok, and EDM Addicts proved effective for long-term club promotion. The setup established a clear way to plan announcements, support bookings, and share post-event content, creating a foundation that continues to support the club’s marketing activity.
