For Aperol, we developed and executed the brand experience for a multi-location activation across eight mountain sites in Austria, the Aperol Snow Beats Winter Tour 2025. The scope covered concept development, production, logistics, tour management and on-site execution, from initial planning through to build-up, operation, breakdown and storage. The objective was to create a consistent brand presence in alpine environments, while ensuring that every element could be transported, installed and operated within the constraints of winter conditions.
Concept
The tour was built around a one-day event format at each location. Each stop combined music, interaction and visible brand presence, anchored by a DJ setup and supported by promotion staff and a range of custom-built brand tools. The system included:
- The Aperol Winter Arch as a central brand marker
- Custom-designed games managed on site
- Branded inflatables, including a DJ booth structure
- Mobile bar and serving elements
- Additional branded tools depending on location
At selected sites, this was extended with:
- Snow-compatible table markers
- Branded seating, such as adapted beach chairs
- Product-focused tools, including mobile serving solutions for larger groups
Production
All elements were designed and produced specifically for winter use. Focus areas:
- Transportability across alpine terrain
- Fast assembly and disassembly
- Durability in low temperatures and snow conditions
- Clear and consistent brand visibility across all components
Each element functions independently while contributing to a coherent overall setup.
Logistics and Execution
Each tour stop followed a one-day setup cycle. Build-up and breakdown took place on the same day, requiring precise planning, coordination and flexibility. Transport and access varied by location and included skidoos, quad bikes, cable cars and existing ski lift infrastructure. All equipment was modular and designed to adapt to changing on-site conditions.
Tour locations:
Location 1 — Kessler Alm
Location 2 — Die Bar Am Plattenkar
Location 3 — Auhofalm
Location 4 — TOM Almhütte
Location 5 — Maisalm
Location 6 — Oberkaser
Location 7 — Giggijoch
Location 8 — Wedelhüette
Result
A winter tour executed across eight alpine locations, combining:
- Consistent brand presence
- Transportable and functional infrastructure
- Event-based activation on site
Each stop operated as a complete setup, built in the morning, active during the day, and cleared the same day. A project defined by logistics and execution under real conditions.
