Italy Announces New Tourism Ambassador

by: Mario Masciullo – eTN Italy |

A testimonial worthy of representing Italy in the world. Someone very modern, but with a great history behind them. It is the Venus of Sandro Botticelli, one of the best-known women in the world, the protagonist of the new international tourism promotion campaign of the Ministry of Tourism and ENIT  (Agenzia nazionale del turismo – the Italian Government Tourist Board), created with the contribution of the Department of Information and Publishing of the Prime Minister’s Office.

Recognizable by the look and the unmistakable sign of her hair, this new Venus, as a virtual influencer, will travel throughout the boot presenting the “wonder” of the Italian spirit to the world, describing its landscapes, the iconic destinations of the cities of art and the small villages, the typical food and wine, and the many variations of the rich and colorful tourist offers that make Italy’s heritage so unique.

“Open to wonder” is precisely the claim designed for this multi-subject campaign –born from an idea of the Armando Testa Group – which is made up of a promotional video and a billboard campaign set geographically among strongly representative glimpses of the beauties of the south, as well as the central and northern Italy, but which will gradually consist of new stages, proposals, and itineraries, is based on the visits that the Venus will make in the municipalities and regions that decide to join the digital campaign, which will live on the venereitalia23 Instagram profile, on the website Italia.it and other social platforms.

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 she looks away. The Easter tourism boom she has seen.

Italy is second among the most visited European destinations.

The country recorded a record return of US tourists (growth which recorded +50% of presences), in fact suggesting that 2023 will be a year of great intensity, with even greater flows than 2019 which was already very positive.

In this renewed moment of openness of Italian tourism, also marked by the convincing turning point policies of the government for the benefit of the sector, the logo of the ministry is also changing, which moves towards a new expressiveness. It is a rebranding that reflects the same claim “Open to Wonder” in the logo and opens up in a tricolor window, which is a promise of surprises for the visitor and an unmistakable “Made in Italy” welcome.

The total investment envisaged by ENIT for the spring/summer and autumn/winter campaigns is 9 million euros and will be developed on all the main international markets, both consolidated and with high potential, with an intensity weighted based on tourist flows existing and expected flows.

In particular, Europe, Gulf countries, the USA, Central and South America, China, India, Southeast Asia, and Australia will be focused upon. About half of the investment will be concentrated on the main international airport hubs, with the promotional video being broadcast on ITA Airways flights and on European railway stations with direct connections to Italy and where there is a strong synergy between ENIT and Trenitalia, namely in France, Germany, Austria, and Switzerland.

The presence of a QR code localized by country will allow a strong reference to Italia.it. About 4 million euros will be invested in the international digital ecosystem with international cross-media campaigns, again with the aim of developing traffic on the Italia.it portal.

“The campaign,” commented the Minister of Tourism, Daniela Santanchè, “serves to sell our nation and our excellence in an unprecedented way, never done in Italy before, [through] a video that will be on all the 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, a symbol of rebirth and spring that blooms after the harsh pandemic winter, is the exceptional testimonial that takes us by the hand and will accompany us along this journey.”

The Birth of Venus is a painting by Italian artist Sandro Botticelli. It shows the goddess Venus arriving at the shore after her birth. The painting is housed in the Uffizi Gallery in Florence, Italy.

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