Marketing
Tonight Media leads the marketing direction for Together Festival, supporting how the festival is presented to audiences across Thailand and nearby markets. The marketing approach focuses on maintaining clear, consistent communication around the festival while supporting its position as a large-scale, multi-day electronic music event.
EDM Addicts acts as the lead EDM media partner, providing editorial coverage and original content such as lineup announcements, stage previews, and post-event highlights that audiences regularly rely on for confirmed information. This is supported by partner media pages including EDM House Network, EDM Exclusive, Partyverse, and WhatIsEDM, extending visibility while keeping messaging aligned with official updates.
Across multiple editions, marketing for Together Festival has centred on clarity and continuity rather than one-off promotion. Communication is structured to guide audiences through each stage of the festival lifecycle, from early announcements and ticket sales through to event-week information and post-event coverage, reinforcing Together Festival’s standing within Thailand’s electronic music landscape.
Scope of Work
Tonight Media oversaw the operational delivery of marketing activity for Together Festival throughout the full campaign lifecycle. Responsibilities covered the management of the festival’s official digital channels, coordination of publishing schedules, and preparation of announcement materials across all key phases. This included ongoing checks and updates to lineup information, ticket releases, schedules, access rules, transport guidance, and event-week notices to ensure audiences always received correct and current information. All communications were developed in Thai and English.
The scope extended to paid media execution across Google, Facebook, Instagram, and TikTok, with campaigns planned around ticket milestones and major announcements. Assets and copy were adjusted by platform and timing, allowing each channel to support the relevant stage of the sales journey. Alongside paid activity, Tonight Media coordinated amplification through EDM-focused media pages and creators. EDM Addicts led EDM editorial output, supported by partner outlets including EDM House Network, EDM Exclusive, Partyverse, and WhatIsEDM, ensuring coverage followed official release timing.
Physical media placements were managed as part of the same campaign framework, with assets adapted for city billboards, cinema venue screens, residential and office display networks, vending machine placements, and on-site visibility. To support delivery across editions, Tonight Media worked from a structured creative system with defined formats, bilingual copy sets, and controlled versioning. This approach allowed fast updates when details changed while keeping messaging consistent across digital platforms, partner publishing, creator output, and offline media.
Media Rollout
The media rollout for Together Festival was structured around the festival’s sales and announcement timeline, ensuring each phase received focused visibility across digital and offline touchpoints. Communication began with early awareness content, followed by coordinated lineup announcements, ticket phase reminders, and timetable releases, before shifting toward practical event-week information. Each rollout phase was timed to reduce information overload while keeping audiences informed as decisions approached.
Digital publishing across official channels was synchronised with EDM media coverage and creator posts so announcements landed consistently across platforms. EDM Addicts led EDM-facing exposure with voice-over lineup reveals, stage previews, and short-form updates, supported by partner pages releasing aligned posts and editorial on the same dates. This ensured audiences encountered the same information regardless of where they discovered the festival.
Offline visibility was rolled out in parallel with digital activity, reinforcing key moments in the campaign. City billboards, cinema venue screens, residential and office displays, and vending machine placements were scheduled to coincide with major announcements and ticket pushes. During event week, messaging shifted toward reminders and final attendance guidance, allowing online and offline exposure to support each other rather than operate in isolation.
Tools and Execution Approach
For Together Festival, Tonight Media worked from a structured execution framework designed to keep communication clear and consistent across multiple channels and formats. A central asset system was used to manage visuals, copy, and revisions, ensuring that all teams worked from the same approved materials. Thai and English versions were prepared in parallel, with controlled wording and layout checks to prevent inconsistencies as content moved across platforms.
Creative production followed predefined specifications for each format, including vertical video, static posts, carousels, and screen-based media. Standardised templates were applied across digital platforms, partner publishing, and offline placements to maintain legibility and visual continuity. Version control was maintained so updates to lineups, schedules, or timings could be applied once and distributed accurately without delays or mismatched information.
Execution was supported by platform-native tools across social, paid media, and content management environments, allowing publishing, monitoring, and adjustments to be handled efficiently throughout the campaign. Internal review steps covered language accuracy, formatting, and timing alignment before release. This approach allowed the campaign to scale across editions while maintaining reliability, speed of updates, and consistency across all audience touchpoints.
Campaign Results
The integrated campaign for Together Festival achieved strong visibility and engagement across digital, partner media, creator, and offline channels. Coordinated publishing and aligned messaging helped ensure that lineup announcements, ticket phases, and event-week information reached audiences clearly and on time, reducing confusion around key details such as dates, access, and schedules.
Across social platforms, official posts and media partner coverage generated sustained interaction throughout the sales timeline, with clear spikes aligned to major announcements and ticket releases. EDM-focused editorial and voice-over content reinforced credibility and helped guide audiences back to official sources for confirmation, supporting both awareness and ticket intent.
Offline placements reinforced digital activity by extending reach beyond social platforms, particularly during peak announcement periods. The combined online and offline presence strengthened overall brand visibility for the festival and contributed to consistent audience recognition across multiple touchpoints leading into the event.
Results
The campaign reinforced Together Festival as a well-established electronic music event within the Thai market. Audience familiarity increased year on year, with clearer expectations around lineup quality, event scale, and overall experience reflected in engagement patterns and repeat interest across editions.
Internally, the structured approach to communication, publishing, and coordination created a repeatable working model for future editions. This allowed faster execution, smoother updates when information changed, and a more controlled flow of information across all public channels, setting a stronger foundation for subsequent campaigns.
