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Sarà perché è un’icona nazionale e rappresenta una delle opere pittoriche più conosciute al mondo, ma è la Venere di Sandro Botticelli la protagonista della nuova campagna internazionale di promozione turistica del ministero del Turismo ed Enit. Realizzata con il contributo del dipartimento per l'Informazione e l'Editoria della presidenza del Consiglio, la venerea bellezza è stata interpretata in chiave contemporanea nei panni di una spigliata influencer viaggiatrice.
La presentazione della ministra
A presentarla, in una conferenza stampa a Roma, è stata la ministra del turismo Daniela Santanché accompagnata dal vice premier e ministro degli Esteri Antonio Tajani, dal ministro dello Sport e dei Giovani Andrea Abodi e dall'amministratrice delegata dell'Enit Ivana Jelinic. La Venere, in veste di virtual influencer, viaggerà lungo tutto lo Stivale presentando al mondo la meraviglia dell'italianità, raccontandone i paesaggi, le mete iconiche delle città d'arte così come i piccoli borghi, le tipicità enogastronomiche e le tante declinazioni dell'offerta turistica ricca e variopinta che rendono così unico il patrimonio dell'Italia. Open to meraviglia è proprio il claim pensato per questa campagna multisoggetto - nata da un'idea del gruppo Armando Testa -, che si compone di un video promozionale e di una campagna affissione.
Botticelli sui social
Sarà anche nel profilo Instagram venereitalia23, nel sito Italia.it e nelle altre piattaforme social. Il totale dell'investimento previsto da Enit per la campagna primavera/estate e autunno/inverno è di nove milioni di euro e si svilupperà su tutti i principali mercati internazionali, sia consolidati che ad alto potenziale, con una intensità ponderata sulla base dei flussi turistici esistenti e i flussi attesi.
