Official Media Partner
Appointed as the official media partner for Tomorrowland’s Thailand market, we led the local communication strategy for the festival’s first fully virtual edition in 2020.
The project required adapting a global event into a digital-first campaign tailored specifically to Thai audiences. Our scope covered strategic planning, localized messaging, and coordinated media execution across relevant digital platforms, ensuring the campaign remained aligned with Tomorrowland’s global positioning while resonating with local fan culture.
Through market-focused content and targeted outreach, we supported Tomorrowland in maintaining audience engagement in Thailand during a period when large-scale live events were not possible, reinforcing the festival’s presence and connection with its Thai audience in a fully online environment.
Scope of Work
The campaign began with a focused assessment of Thailand’s electronic music media landscape to identify channels with the strongest reach and relevance to Tomorrowland’s target audience.
Based on this research, we initiated direct coordination with leading digital publications, radio broadcasters, social media platforms, and selected influencers within the local EDM ecosystem. This process resulted in confirmed participation from several of Thailand’s most established electronic music media outlets, including prominent EDM-focused platforms and a major Bangkok-based radio station.
By consolidating these partnerships, we created a coordinated media network capable of delivering consistent messaging and broad visibility for Tomorrowland’s virtual festival across the Thai market.
Media Rollout
Once media partners and creators were confirmed, the focus shifted to structured content rollout across all participating channels.
We worked with official assets supplied by Tomorrowland, including social media visuals, Instagram Stories, and video teasers, and managed their coordinated release across platforms to ensure consistent messaging and timing. Given the digital-only nature of the event, careful planning was required to sustain audience interest and visibility throughout the campaign period.
By aligning content formats with the strengths of each platform and partner, we ensured the campaign maintained momentum while reaching Thai audiences through multiple touchpoints in the lead-up to the virtual festival.
Tools and Execution Approach
With approved campaign assets in place, the rollout was executed through a combination of digital and broadcast channels to maximise reach ahead of the event.
Initial announcements were published across selected social media platforms and supported by radio placements to establish early awareness. In the days leading up to the festival, participating influencers were scheduled to share time-sensitive content through Instagram Stories and feed posts, directing audiences to the official ticketing platform.
This phased approach allowed for sustained visibility across multiple channels while reinforcing clear calls to action during the final promotion window of the virtual festival.
Campaign Results
The campaign delivered strong measurable outcomes across social platforms in Thailand.
In total, the activity generated over 700,000 in reach, 17,000 engagements, and 46,450 post clicks on Facebook, demonstrating effective audience penetration and interaction during the promotion period.
In parallel, more than 20 influencers and DJs participated in the campaign by sharing event-related content, extending visibility beyond paid and owned channels. This collective amplification helped position Tomorrowland’s virtual edition prominently within Thailand’s electronic music community during the campaign window.
Results
In addition to social media performance, the campaign achieved extended reach through radio broadcasts and online media coverage, reinforcing Tomorrowland’s visibility across multiple channels in Thailand.
This cross-platform exposure contributed to strong brand presence during the virtual festival period and supported sustained audience awareness beyond social media alone, strengthening Tomorrowland’s positioning within the Thai market.
