Sandro Botticelli's Venus becomes an influencer for tourism promotion in the Belpaese. In a denim miniskirt, while taking a ride on a vespa or while eating a pizza. At the Colosseum, by the sea or in the alleys of a characteristic village. The splendid Venus, one of the best-known female figures in Italian art, is the protagonist of the new international tourism promotion campaign by the Ministry of Tourism and Enit. The campaign is produced with the contribution of the Information and Publishing department of the presidency of the Council of Ministers.
Venus virtual influencer
The Minister of Tourism presented the Venus influencer Daniela Santanchè flanked by the deputy prime minister and foreign minister Antonio Tajani, by the Minister for Sport and Youth Andrea Abodi and by the managing director of Enit Ivana Jelinic. "Open to wonder” is the claim designed for this multi-subject campaign, born from an idea of the Armando Testa group. The initiative consists of a promotional video, a poster campaign starring a virtual influencer unrivaled in the world. Venus also has an Instagram profile venereitalia23, will be on the Italia.it website and on other social platforms. The total investment envisaged by Enit is nine million euros.
“I have never been ashamed of being an ambitious person and now also an ambitious minister. The ambition of this ministry is to bring Italy to first place in the world. Easter data is very positive and I'm sure 2023 will be the year of overtaking 2019. We must all work together”. Thus Santanchè who also recalls how Italy "we are not good at selling ourselves and that we must be more proud of our nation". “Italy is equipping itself with a campaign for mature markets but also for emerging ones such as India or the Emirates. The pandemic and the war events have taught us this: we need to work at 360 degrees. Even on age we no longer need to work only on tourists mature but also for the generation X and Z”. To reiterate the managing director of Enit Ivana Jelinic.
The opinion of the professionals
Many industry representatives attended the presentation of the campaign, by the president of Federalberghi Bernabo Bocca to that of Cna Turismo Marco Misischia. According to the president of Federturismo Confindustria Marina Lalli the new campaign is very successful. “With a small modification – she explains – our flag has been transformed into a window that well represents both our ability to welcome and the wonders that can be enjoyed in an Italian panorama.
The word 'wonder' is also in the claim. Furthermore, having used Botticelli's Venus as a social 'testimonial' reinterpreted in a modern key, I believe it can solicit the attention of young people by bringing them closer to art". For Corrado Luca Bianca, coordinator of Assoturismo Confesercenti “the idea of the virtual influencer is very interesting, as it will allow us to communicate more easily with digital natives. We fully embrace Minister Santanchè's ambition to become the country with the best tourist performances in the world”.
(Images and videos Open to wonder – Ministeroturismo.gov.it)
