Marketing
Siam Songkran is a long-running Songkran festival in Bangkok that attracts a mix of local crowds and international visitors each April. Tonight Media supported the festival’s promotion during its 2019 and 2023 editions, focusing on digital exposure and audience reach during one of the most competitive weeks on Thailand’s event calendar.
Promotion was handled across Tonight Media’s platforms, with EDM Addicts covering the main festival announcements and artist updates. For editions that included Q-dance takeover days, Hardstyle Thailand was used as an additional channel to reach hardstyle fans directly, ensuring those days were communicated clearly to the right audience without blending them into the rest of the festival’s messaging.
The marketing approach centered on clear communication rather than hype. Artist announcements, day-specific posts, and takeover information were shared in a straightforward way so audiences could easily understand who was playing, on which day, and what style of music to expect. This helped reduce confusion during Songkran week, when multiple large events compete for attention at the same time.
Scope of Work
Tonight Media supported Siam Songkran’s 2019 and 2023 editions through coordinated digital promotion across its owned media. The work focused on preparing and publishing festival communications in line with the organiser’s confirmed announcement schedule, with posts built around official lineup drops, day-by-day updates, and key attendee information. Copy and layouts were written to be direct and easy to read, so audiences could understand the essentials quickly during Songkran week.
EDM Addicts handled the main EDM-facing coverage, including announcement posts, reminder content close to event dates, and follow-up coverage after key nights. Content formats included single-post announcements, multi-slide posts that clarified day splits, short video clips where needed, and photo or recap coverage used to extend visibility after the event. All messaging stayed tied to confirmed details provided by the festival team to avoid inconsistencies across channels.
For editions featuring Q-dance takeover days, Hardstyle Thailand supported targeted communication to hardstyle audiences. This included dedicated posts that focused on the takeover days specifically, ensuring the right crowd received the right information without mixing it into general festival messaging. Across both brands, publication timing was coordinated so announcements landed in a clear sequence and the festival’s communication remained consistent across the full campaign.
Media Rollout
The media rollout for Siam Songkran followed a clear announcement flow based on confirmed information from the organisers. Coverage began with official lineup announcements and key event details shared through EDM Addicts, supported by visual assets such as lineup posters and artist artwork. Posts were spaced out to ensure each update was easy to understand and not buried by overlapping content.
As the event dates approached, communication focused more on practical information. Content highlighted daily lineups, stage schedules, and essential details that attendees needed ahead of Songkran week. These updates were published in a straightforward format so audiences could quickly identify which artists were playing on each day and where the performances were taking place.
For editions that featured Q-dance takeover days, Hardstyle Thailand ran dedicated coverage alongside the main festival promotion. This rollout focused specifically on hardstyle artists and takeover dates, keeping that content separate from general festival posts. By doing so, fans following Hardstyle Thailand received relevant updates without confusion, while EDM Addicts continued to handle the broader Siam Songkran communication in parallel.
Tools and Execution Approach
Execution focused on using established digital platforms and internal workflows to keep all communication accurate, timely, and consistent. Content was prepared and scheduled through Facebook, Instagram, and TikTok using platform-native tools and Meta Business Manager. Posts were written in both Thai and English, with wording adjusted per platform to ensure clarity rather than reach chasing. No content was published without confirmation from official event materials.
Visual assets were handled through a shared design and approval process. Lineup posters, artist artwork, and timetable visuals were adapted into platform-specific formats such as feed posts, stories, and short-form video. For video content, simple edits were used to present confirmed information clearly, including artist names, dates, and stage identifiers. Voice-over content produced by EDM Addicts followed the same rule set and referenced only released details.
Publishing was coordinated around a fixed content calendar aligned with announcement phases. This calendar controlled timing between EDM Addicts and Hardstyle Thailand to avoid overlap, especially during Q-dance takeover days. Performance was monitored using basic platform analytics such as reach, engagement, and click activity, mainly to adjust posting timing and frequency rather than creative direction. Updates or corrections were handled immediately when new information was released by the organisers.
Campaign Results
The campaign delivered consistent visibility for Siam Songkran across the editions supported by Tonight Media. Announcements shared through EDM Addicts and Hardstyle Thailand reached their intended audiences with clear engagement around lineup releases and takeover days, particularly for posts related to Q-dance appearances.
Audience interaction showed strong understanding of festival information. Engagement on artist announcements and day-specific posts reflected that followers were able to identify who was playing and when, with discussion focused on artists and stages rather than clarification requests.
From an execution standpoint, communication remained stable and well-paced throughout the campaign. Content was released according to plan, updates followed confirmed information, and messaging stayed aligned across channels, supporting the festival’s promotion during the Songkran period in a clear and controlled way.
Results
The work contributed to sustained visibility for Siam Songkran across the editions supported by Tonight Media, with communication distributed through its owned media channels. EDM Addicts handled the main festival-facing updates, while Hardstyle Thailand supported promotion for editions that included Q-dance takeover days. This allowed messaging to reach different audience groups using channels they already actively follow, without fragmenting information or duplicating announcements.
Posts related to artist announcements and takeover days consistently generated discussion around lineups, performance days, and stage expectations. Engagement patterns showed that audiences were responding to the content itself rather than asking for clarification, indicating that information was being presented in a way that was easy to understand and follow. Hardstyle-focused posts in particular attracted attention from dedicated fans, while broader festival updates continued to perform steadily on EDM Addicts.
From an operational standpoint, managing all communication within Tonight Media simplified coordination across editions. Content planning, approvals, and publishing followed a single workflow, allowing updates to be released in a controlled order and adjusted when needed without disrupting the overall campaign. This structure supported Siam Songkran’s promotion during the Songkran period while keeping communication clear, consistent, and aligned across multiple festival editions.
