PromoTurismoFVG

Sporty

Logo and communication concept, ADV and OOH campaign, slope dressing, city dressing, information materials, merchandising, digital content

After 15 years, the Women’s Alpine Ski World Cup returns to Tarvisio.

This is the beginning of an international communications project, showcasing Friuli Venezia Giulia as a premier destination for major sporting events, in continuity with events such as the UEFA Super Cup and JWSC 2025 – Junior Ski World Championships.

From January 17th to 18th, for the fourth time in history, the speed races traditionally held in Cortina d’Ampezzo will move to the Di Prampero slope: a course where technique, speed, and breathtaking views blend into a unique experience, welcoming the best athletes of the White Circus, along with fans and sports enthusiasts from around the world.

The visual concept is inspired by sports posters from the 1940s and 1950s. The visual depicts a retro-style skier tackling the descent, leaving behind Mangart, the iconic peak of the region.

The contrasting colors recall those of the 2025 JWSC Junior World Ski Championships, reinforcing a coherent and recognizable narrative that blends “hot” and “cold,” passion and dynamism, confirming Tarvisio as a meeting point for cultures, traditions, and an international audience.

The event’s communication was developed through an integrated system, designed to offer an immersive and recognizable experience for both the public and the athletes.

From the decoration of the slopes and competition areas to the hospitality areas, to promotion in national newspapers and out-of-home advertising in the region’s provinces, the story unfolds through information totems, gadgets, and official merchandise. Completing the experience are prizes for the champions: unique works of Swiss pine and metal, each different and unique, created by a local artist to showcase the profound connection between sport, nature, and sustainability.

Tarvisio’s return to the World Cup calendar establishes itself as an event of great sporting, media, and economic significance for the region. An opportunity to demonstrate how the ability of people—institutions, stakeholders, and companies—to team up and “run” together makes everything possible.