Italy Pronounces New Tourism Ambassador

The Italy Ministry of Tourism and ENIT have introduced a brand new promotional marketing campaign which can have an distinctive ambassador.

A testimonial worthy of representing Italy on the planet. Somebody very trendy, however with a terrific historical past behind them. It’s the Venus of Sandro Botticelli, one of many best-known ladies on the planet, the protagonist of the brand new worldwide tourism promotion marketing campaign of the Ministry of Tourism and ENIT  (Agenzia nazionale del turismo – the Italian Authorities Vacationer Board), created with the contribution of the Division of Data and Publishing of the Prime Minister’s Workplace.

Recognizable by the look and the unmistakable signal of her hair, this new Venus, as a digital influencer, will journey all through the boot presenting the “surprise” of the Italian spirit to the world, describing its landscapes, the long-lasting locations of the cities of artwork and the small villages, the standard meals and wine, and the numerous variations of the wealthy and colourful vacationer gives that make Italy’s heritage so distinctive.

“Open to surprise” is exactly the declare designed for this multi-subject marketing campaign –born from an thought of the Armando Testa Group – which is made up of a promotional video and a billboard marketing campaign set geographically amongst strongly consultant glimpses of the beauties of the south, in addition to the central and northern Italy, however which can regularly consist of recent levels, proposals, and itineraries, relies on the visits that the Venus will make within the municipalities and areas that determine to hitch the digital marketing campaign, which can stay on the venereitalia23 Instagram profile, on the web site and different social platforms.

Among the many symbols of the Renaissance, Venus returns at the moment as an allegory of rebirth and renewal, on this case of the Italian tourism sector, which after being stricken and struggling severely from the consequences of pandemic closures, now finds new impetus and vitality. And she or he appears to be like away. The Easter tourism growth she has seen.

Italy is second among the many most visited European locations.

The nation recorded a report return of US vacationers (development which recorded +50% of presences), the truth is suggesting that 2023 might be a yr of nice depth, with even larger flows than 2019 which was already very constructive.

On this renewed second of openness of Italian tourism, additionally marked by the convincing turning level insurance policies of the federal government for the good thing about the sector, the emblem of the ministry can also be altering, which strikes in direction of a brand new expressiveness. It’s a rebranding that displays the identical declare “Open to Marvel” within the emblem and opens up in a tricolor window, which is a promise of surprises for the customer and an unmistakable “Made in Italy” welcome.

The overall funding envisaged by ENIT for the spring/summer time and autumn/winter campaigns is 9 million euros and might be developed on all the primary worldwide markets, each consolidated and with excessive potential, with an depth weighted primarily based on vacationer flows present and anticipated flows.

Specifically, Europe, Gulf international locations, the USA, Central and South America, China, India, Southeast Asia, and Australia might be centered upon. About half of the funding might be focused on the primary worldwide airport hubs, with the promotional video being broadcast on ITA Airways flights and on European railway stations with direct connections to Italy and the place there’s a robust synergy between ENIT and Trenitalia, particularly in France, Germany, Austria, and Switzerland.

The presence of a QR code localized by nation will permit a robust reference to About 4 million euros might be invested within the worldwide digital ecosystem with worldwide cross-media campaigns, once more with the purpose of creating site visitors on the portal.

“The marketing campaign,” commented the Minister of Tourism, Daniela Santanchè, “serves to promote our nation and our excellence in an unprecedented method, by no means completed in Italy earlier than, [through] a video that might be on all of the railways, televisions, and airports, with the attention that promoting is the soul of commerce – and we should know find out how to promote Italy.

“Botticelli’s Venus, then, an emblem of rebirth and spring that blooms after the tough pandemic winter, is the distinctive testimonial that takes us by the hand and can accompany us alongside this journey.”

The Start of Venus is a portray by Italian artist Sandro Botticelli. It reveals the goddess Venus arriving on the shore after her delivery. The portray is housed within the Uffizi Gallery in Florence, Italy.

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