Venus influencer: Ministry of Tourism unveils campaign to promote Italy


Presented today the campaign with which the Ministry of Tourism intends to promote tourism in Italy abroad. Testimonial is Botticelli's Venus, who becomes an influencer and cycles around the country. 9 million euro investment.

In the end, the idea to promote tourism in Italy by Tourism Minister Daniela Santanchè, announced a few weeks ago, has found fruition: in fact, the Italia campaign was presented this morning. Open To Wonder, an international campaign to promote Italian tourism that sees Botticelli’s Venus wearing the role of an “influencer” who travels around Italy (fortunately not on a scooter as it initially seemed, but on a bicycle, at least for now) to discover the wonders of our country. The first posters have already come out, with the first, unusual destinations: the Colosseum, St. Mark’s Square in Venice, Lake Como, Polignano. The campaign, which bears the signature of the Armando Testa Group, is produced by the Ministry of Tourism and Enit, with the contribution of the Department for Information and Publishing of the Presidency of the Council.

All of this is accompanied by the claim Open to wonder that will recur throughout the multi-subject campaign, which consists of a promotional video and a poster campaign set geographically among views that are strongly representative of the beauty of southern, central and northern Italy, but which will gradually be made up of new stages, proposals and itineraries, based on the visits that the Venus will make in the municipalities and regions that decide to join the digital campaign. There will also be an Instagram profile, venereitalia23 (on launch day it has just over 200 followers).

“Among the symbols of the Renaissance, Venus returns today as an allegory of rebirth and renewal, in this case of the Italian tourism sector, which after being afflicted and suffering severely from the effects of pandemic closures, now finds new impetus and vitality. And it is looking far ahead. The Easter tourism boom it has seen,” the Ministry of Tourism explains in a note. The Ministry’s logo also changes: "a rebranding that reflects the same Open to wonder claim in the logo and opens wide into a tricolor window, which is a promise of surprises for the visitor and an unmistakable made-in-Italy welcome," the statement reads.

“The campaign,” commented Minister of Tourism Daniela Santanchè, “erve to sell our Nation and our excellences, in a new way, never done in Italy before: a video that will be on all 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, then, the symbol of rebirth and spring blooming after the harsh pandemic winter, is the exceptional testimonial who takes us by the hand and will accompany us along this path.” And who knows if Venus on a bike at the Colosseum, or intent on taking a selfie in front of St. Mark’s bell tower or even eating pizza on Lake Como will succeed in convincing foreigners to come to Italy.

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Italy Open to Wonder

Venus influencer: Ministry of Tourism unveils campaign to promote Italy
Venus influencer: Ministry of Tourism unveils campaign to promote Italy


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