Sandro Botticelli's Venus, one of the symbols of the Italian genius, becomes an "influencer" and ambassador of beauty in the world.

Here you are   the new promotion campaign by Enit (National Tourism Agency) and the Ministry of Tourism "Open to wonder" cost 9 million and carried out with the contribution of the Information and Publishing department of the Prime Minister's Office.

One of the best-known women in the world and one of the tallest artistic creations of all time , she is portrayed in a denim miniskirt, while taking a ride on a Vespa or ready to enjoy a pizza, still at the Colosseum, by the sea or in the alleys of a village.

It was presented at a press conference in Rome by Tourism Minister Daniela Santanchè accompanied by 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 precisely the claim designed for this multi-subject campaign - born from an idea of the Armando Testa group - which consists of a promotional video, a billboard campaign and, indeed, a virtual influencer . It will also be on the venereitalia23 Instagram profile, on the Italia.it website and on other social platforms.

“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. The Easter data are very positive and I'm sure that 2023 will be the year of overtaking 2019. We must all work together» explains Santanchè according to whom as Italy «we are not good at selling ourselves» and «we must be more proud of our nation» .

«The government - says Tajani - will do everything to ensure that Rome is the site of the new Expo. It's a tough match but we're trying hard. We will do everything to support tourism policy and major events, including sporting events. This is also a way of doing foreign policy. All the embassies of the world will broadcast the video that we are presenting today to show Italy's extraordinary potential. We must know how to make the most of all that God and our ancestors have left us . We have only one interest. We have to protect 60 million Italians».

THE CONTROVERSY – But not everyone likes the idea, and criticisms and parodies are multiplying on social networks. "But what is it? Stuff from Ferragni», liquidated it by Undersecretary for Culture Vittorio Sgarbi .

"Obvious, trivial, caricatured" said the mayor Dario Nardella . « I've already said that I'm not enthusiastic about promotional campaigns made up of clichés. In Florence we have been fighting for some time against a commercial exploitation that makes fun of the artistic beauties of Florence such as aprons with the private parts of David or other grotesque reproductions of works of art. So we are not nominating Florence to be the background of the Venus testimonial with her hair in the wind , if anything we are applying to collaborate with the minister to find other ways to tell the beauty of our country and focus together on quality tourism, outside the usual paths and from the usual clichés».

(Unioneonline/D)

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