The Italian tourist board Enit has launched an advertising campaign featuring Renaissance master Sandro Botticelli’s Venus as an “influencer” and the country’s new tourism ambassador. The €9 million campaign, entitled “Open to Wonder” (“Open to Miracles”) introduces a Venus icon on social media in the guise of a speaking “virtual influencer” together with the smartphone in the foreground.
In a denim skirt on the Vespa
In one video segment, Venus dines on the shores of Lake Como a slice of pizza. Venus is also shown in a denim miniskirt while riding a Vespa, with these in the background Colosseum and the sea to see.
The promotional video will be broadcast on flights of the Italian airline Ita Airways and on European train stations with direct connections to Italy – ie in Austria, France, Germany and Switzerland.
collection of clichés
The campaign presented by Italian Tourism Minister Daniela Santanche and Foreign Minister Antonio Tajani threatens to become one marketing disaster to become. The slogan of the campaign, written in poor English, was sharply criticized. Venus as an influencer was not well received either. The mayor of Florence, Dario Nardella, described the advertising campaign as a collection of clichés. “We have to find other ways, to tell the foreigners about the beauty of our country. We want to focus on quality tourism outside of the usual paths and clichés focus,” Nardella said.
Slovenia instead of Tuscany
Also at the center of criticism is part of the video in which a group of friends celebrate with wine in the country. The journalist Selvaggia Lucarelli told the daily newspaper “Il Fatto Quotidiano” that the scenes were not in Italy but in a Winery in Slovenia were shot. This triggered additional polemics.
