THE RETURN OF THE VERTICAL SUMMER TOUR

FIRST STOP, LIGNANO SABBIADORO ON 24-25 JULY AND THEN MANY OTHER LOCATIONS FROM NORTH TO SOUTH UNTIL THE END OF THE SUMMER. LOTS OF ATTRACTIONS, RADIO TALENT AND FUN BETWEEN SPORT, ENTERTAINMENT AND MUSIC. MEDIA PARTNER: RADIO DEEJAY.

The ninth “summer” edition of the Vertical Summer Tour, Italy’s most famous travelling holiday village, will start on 24 July from Lignano Sabbiadoro (UD). Considering also the corresponding 12 “winter” editions, this brings to 21 a very successful and successful format that, even in pandemic times and in compliance with all safety regulations, brings fun and light-heartedness to beaches all over Italy.

The Vertical Tour format is a large container capable of containing, in turn, other containers such as sports activities, games and entertainment through which the brand image is conveyed in an engaging and highly participatory manner. There are many advantages, and not only those linked to economies of scale, among them:
For a brand, being part of the Vertical Village schedule means benefiting from a daily window of 10 hours of exposure of the target audience to an immersive and, because of this, more impactful message.
A large event, capable of conveying and keeping a high number of people gathered in the same place with a high attendance time allows a considerable optimization of visibility through BTL with a low CPC.
For partners, on-site presence means, having the opportunity to personally meet their audience in an atmosphere of leisure and relaxation that is favorable to promotional activities since it is disconnected from their hectic and intermittent day-to-day environment. This condition increases message’s potential for penetration: the public is more receptive and better disposed even when collecting leads.
The Tour’s fleet of seven wrapped cars allows the brand to continue to be visible while on the road, taking advantage of the road trip’s visibility without any increase in cost.
The big news this year is the entry of Iliad, the mobile operator that revolutionized the telephone sector, as Title Partner.
As Main Partner, Bpay, the digital payment service of BANCOMAT S.p.A., the payments market leader in Italy, will be present, testifying to the continuous growth of the format and its success.
Given the important results of the previous editions, and with the valuable and timely support of the local administrations, the Maxi Village offers activities from morning to evening and throughout the weekend, on an area of 1,500 square meters on the beach, with free admission.
For everyone, therefore, there is an opportunity to play sports, have fun, listen to music and enjoy the experiences proposed by the Vertical Village while listening to Radio Deejay’s summer soundtrack.

It starts in the morning (from 10am to 1pm), in a more ‘family’ and peaceful context, with muscle awakening, yoga (with the ever-present sun salutation!), water aerobics and many other activities on the central stage (each resort will have one and it will be the hub of interactive activities, just like in a real tourist village) such as group dances and games with prizes provided by partners.
In the afternoon (from 3pm to 7pm), the Iliad Vertical Village will be transformed into a sports citadel, while maintaining activities and attractions suitable for all ages.
And, of course, there is Beach Volleyball with the tournament sponsored by Iliad, which rewards the winning teams with SIM cards, and which also enlivens the entertainment on the beach with the Rocket Race: a competition for the bravest, ready to compete in a real obstacle course until they reach the iconic Iliad rocket, which has always been typical of the operator’s communications with its innovative character and irreverent tone of voice. In addition to the Iliad SIM cards, prizes for the winners of these and other activities: beach towels, inflatable balls and beach rackets, as well as beach mats and useful smartphone holders personalized by the brand, will be distributed at the Vertical Village.
Among the novelties coming up with Iliad, this year it will be possible to attend an enthralling show called The Transparency Show, which will be held on the stage of the Vertical Village and will be hosted by a performer who will perform inside a transparent sphere.
Thanks to the presence of Iliad as Title Sponsor, this year it will be possible to sign up for a SIM card during all the stages of the Tour directly at the Vertical Village, via the Simbox, the now well-known Iliad SIM distributor that allows you to sign up and activate a SIM card in just a few minutes, or with Iliad Express, the channel through which you can purchase an Iliad SIM card in a practical pocket pack that can also be activated later with a personalized code.
And then the fleet of 10 inflatable SUPs (stand up paddleboards, the discipline – now very popular in beach resorts – that is practiced by paddling upright on a board) with a dedicated instructor who will allow everyone to learn the basics. For the “better” ones, there is the Bpay SUP Race, a fun challenge open to people aged 16 and over (divided into three categories: men, women, under) that will see them compete in a race from the beach to the nearby buoy (and back), with final prize-giving in the evening.

New in 2021 is sparring, a mix of tennis, beach volleyball and table tennis that is the brainchild of a group of friends and tennis enthusiasts. It is often impossible to play tennis because a partner is missing. Thanks to sparring, it is possible (with the famous giant rackets) to play anywhere, even alone. Here too, there is an ever-present instructor and never-ending challenge with the Tonno Nostromo Sparring Cup. Nostromo, as Official Partner, will make everyone become a bit of a fisherman at its stand with a game testing the ability to choose the fish with the fewest calories. Whoever succeeds in the challenge will receive a free packet of Nostromo Zero, natural tuna already drained, a product particularly suitable for summer and wellness, with zero fat and gluten-free.
And could the table football be missing? In a summer dominated by European Championship football, absolutely not! So here’s the chance to play table football and, why not, challenge each other with the Ricola Table Soccer Cup, while enjoying a candy or sipping a cold Ricola herbal tea, also available to everyone for free. Ricola will also be a partner in sustainability and recycling. A special area will be set up where bathers will be able to throw away the plastic produced during the day. For each bottle deposited, which will then be recycled, you will be able to pick up a dedicated gift at the Ricola stand.
When the sun goes down, the fun does not end, thanks to the DJ sets offered by the personalities of the radio media partner, Radio Deejay: many guests are scheduled, from Fargetta to Rudy Zerbi, from Andrea & Michele to Gianluca Gazzoli, as well as Chicco Giuliani and the Vitiello.
We cannot fail to mention Puma, technical partner for the staff’s clothing, Toyota, the car partner, and Tahe, the world leader in the production of SUPs.

The Vertical Tour also lives on a fantastic app, which contains all the latest information on the calendar and the activities taking place, with the possibility of taking photos to share later and, above all, it is the privileged access point to the great competition with prizes up for grabs every day from the partners, including Iliad phone cards, Radio Deejay designer hats and beach towels.
Vertical Tour is increasingly present on social media, with a constant presence and coverage on Instagram and Facebook and, from this year, with a resource dedicated to Tik Tok who, in addition to its presence on the beaches, will propose “Iliad Vertical Summer Tour”-style dances. To follow the event on social media, you can use the hashtag #iliadverticaltour. Click here to see all the stops.