Formigal will host the first major live music event on the ski slopes after the pandemic

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Formigal will host the first major live music event on the ski slopes after the pandemic

Published: Feb. 1, 2022

Ron Barceló, in his already mythical commitment to promoting moments of leisure in the snow, returns with LIADAS APRESKI and presents Nevalia for the first time, an apreski experience that includes a live music event on the Formigal ski slopes.

The Apreski , that moment of leisure that occurs after practicing winter sports, is experiencing a boom in the country's resorts and Ron Barceló, the best-selling rum brand in Spain, continues to be its main promoter within the ski area.

After a two-season break due to the pandemic, the rum brand's LIADAS APRESKI are back in style: "Because if there's snow, there's trouble... And if there's trouble, there's Barceló."

In its objective of offering young people moments of leisure and providing their own experiences and motivations to the resorts , the firm is once again this year at the major events at the resorts of Aramón and the Catalan Pyrenees .

For now, their presence has already been confirmed at Polar Sound ( Baqueira ) and at their own event, Nevalia 2022 ( Formigal ).

Nevalia, the biggest LIADA APRESKI in Formigal

Within the LIADAS APRESKI, Ron Barceló doubles its commitment to conquering the snow territory and organizes Nevalia for the first time, an experience that will take place between March 9 and 13 in a unique environment: the Formigal resort in the Sarrios area .

Well-known actors and actresses, singers and influencers from all over Spain will live together for four days and enjoy fun experiences in the snow: skiing and snowboarding; the best live music in Nevalia, with an exceptional line-up that will be confirmed in the coming weeks and its own parties in Marchica; and many, many surprises.

As in all experiences with the Barceló seal, the public has the opportunity to experience Nevalia 2022 firsthand.

The brand gives away more than 60 passes, for one winner and the two people they choose, through different mechanisms: raffles on Barceló's own channels and through contests organized by influencers;-)

Digital Campaign

Ron Barceló's LIADAS APRESKI will have a 360º campaign that ends and begins in the digital field. In addition to a wide range of outdoor activity, with special actions with 3D billboards and premium circuits, the firm continues to commit to a broad influence plan, with which it will continue to maintain its social leadership on networks such as Instagram and which involves more than 50 influencers , and is committed to new formats such as gamification in its contests.

«At Ron Barceló we think about people and how they enjoy each time of the year, be it spring, summer, autumn or winter , and we develop experiences around it. From Grupo Varma and with Ron Barceló at the helm, we have spent the year betting on being present in leisure around the ski resorts and, this year, we have decided to double the staging with Nevalia, our first musical event on the slopes", explains Beatriz Álvarez, Director of Marketing of Grupo Varma.

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