Botticelli’s Venus will get a naff makeover in disastrous Italian tourism marketing campaign

Italy’s tourism ministry has launched a €9m travesty of a marketing campaign that reimagines Botticelli’s Venus as a mini-skirted “digital influencer” and contains inventory footage of a Slovenian winery.

Venus is pictured taking a selfie in an empty St Mark’s Sq. in Venice, inviting individuals to come back to town although, in actual life, it’s so overcrowded that there’s speak of introducing individuals counters and charging vacationers an entry charge.

@nssmagazine

“Italia: open to Meraviglia” titola la nuova campagna promossa dal ministero del Turismo insieme a Enit, per promuovere l’Italia nel mondo. Protagonista una Venere di Botticelli yassificata, raffigurata “coi capelli sempre al vento”, in minigonna, in bicicletta, in barca, mentre mangia la pizza. Un’operazione costata nove milioni di euro voluta dalla ministra Santanchè che, memore dell’attenzione social suscitata Chiara Ferragni in visita agli Uffizi, ha deciso di trasformare un quadro del Quattrocento in influencer. La campagna ideata dal ministero del Turismo strizza l’occhio advert un tipo di promozione good fallendo miseramente. ? Voi cosa ne pensate? #Venere #italia #turismo

? unique sound – nss journal

Company Armando Testa is protecting quiet about the entire debacle, however loads of distinguished Italians are talking out.

Florence’s Mayor, Dario Nardella, stated: “We’re preventing in opposition to business exploitation that ridicules our creative jewels, just like the aprons displaying the statue of David’s non-public components and grotesque reproductions of artistic endeavors in silly poses.”

The Italian tourism minister, Daniela Santanche, a member of the far-right Brothers of Italy occasion, referred to as critics of the marketing campaign “snobs” and stated the marketing campaign is all about attracting younger individuals.

The slogan is “Open to meraviglia,” which implies “Open to surprise.” Italy has loads of wonders and deserves so a lot better than this.