An ambassador worthy of representing Italy in the world, modern but with a great history behind it: the Venus of Sandro Botticelli , one of the best-known women in the world, is the protagonist of the new international tourism promotion campaign of the Ministry of Tourism and Enit, created thanks to the contribution of the Department of Information and Publishing of the Presidency of the Council.
Characterized by the look and the unmistakable style of her hair, this new Venus , as a virtual influencer, will travel along the Italian peninsula to show the world the "wonder" of the Italian spirit, narrating the landscapes, the iconic destinations of the cities of art, small villages, typical food and wine and the different nuances of the tourist offer that make the Italian heritage unique.
" Open to wonder " is the claim chosen for this multi-subject campaign, conceived by the Armando Testa Group, which includes a promotional video and a billboard campaign set among representative glimpses of the beauties of southern, central and northern Italy. The campaign will be enriched with new stages, proposals and itineraries based on the visits that the Venus will carry out in the Municipalities and Regions that will join the digital campaign, present on the venereitalia23 Instagram profile, on the Italia.it website and on other social platforms.
Symbol of the Renaissance, Venus returns today as an allegory of rebirth and renewal, especially for the Italian tourism sector, which after having suffered the effects of the pandemic, now finds new impetus and vitality. The recent boom in Easter tourism, which has seen Italy among the most visited European destinations and a record number of US visitors, portends that 2023 will be a year of great intensity, with even higher tourist flows than in the already positive 2019.
In this moment of renewed openness of Italian tourism, even the logo of the Ministry undergoes a change, passing to a new expressiveness. The rebranding reflects the claim "Open to wonder" and opens in a tricolor window, a promise of surprises for the visitor and a typically Italian welcome.
The total investment envisaged by Enit for the spring/summer and autumn/winter campaign is nine million euros and will be aimed at the main international markets, consolidated and with high potential, with an intensity based on current and expected tourist flows. In particular, Europe, Gulf Countries, USA, Central and South America, China, India, South East Asia and Australia. About half of the investment will be dedicated to the main international airport hubs, with the promotional video broadcast on Ita Airways flights, and on European railway stations with direct connections to Italy and strong synergy between Enit and Trenitalia: France, Germany, Austria, Switzerland . A QR code localized by country will facilitate connection to Italia.it. About 4 million euros will be invested in the
The Minister of Tourism, Daniela Santanchè, commented: "The campaign serves to promote our nation and our excellence, in an unprecedented way, never done in Italy before: a video that will be present on railways, televisions and airports , with the awareness that advertising is the soul of commerce – and we must know how to sell Italy.
Botticelli's Venus, symbol of rebirth and spring that blooms after the harsh pandemic winter, is the exceptional ambassador who will guide us along this path."