The Venus immortalized in the famous artwork
The Birth of Venus
, by the celebrated artist Sandro Botticelli, is the new "
ambassador of Italian tourism
".
The Venus
, one of the best-known women in the world for a pictorial work, which continues to move more than 500 years after it was created, is the
protagonist of the new
international tourism promotion campaign of the Ministry of Tourism and the ENIT (Entity National of Italian Tourism).
The campaign was created with the contribution of the Department of Information and the Editorials of the Presidency of the Council.
The Italian Minister of Tourism, Daniela Santanchè (d), and a poster with Botticelli's Venus.
EFE/ Italian Ministry of Tourism
tourist venus
The campaign posters, which
show different destinations in
Italy with Venus as a tourist, were presented at a press conference in Rome by the Minister of Tourism Daniela SantanchŠ, accompanied by the Deputy Prime Minister and Minister of Foreign Affairs Antonio Tajani, by the Minister of Sports and Youth Andrea Abodi and by the general director of ENIT, Ivana Jelinic
Venus, in the role of
virtual influencer
, will travel throughout the peninsula to present the wonders of Italianity, narrating its landscapes and the iconic destinations of the cities of art, as well as the small towns, their history and their beauty.
The campaign emphasizes
typical Italian
gastronomy and wine , as well as the many variations of the rich and colorful tourist offer that makes the heritage of this southern European country unique.
Tuscany landscape in Italy.
Photo Shutterstock
"Open" to wonder is precisely the objective designed for this multi-thematic campaign, which was born from an idea by the Armando Testa group and is made up of a promotional video and a billboard campaign on public roads.
It will also be on the venereitalia23 Instagram profile, on the italia.it website and on other social platforms.
The total investment planned by ENIT for the spring/summer and autumn/winter campaign is
nine million euros
and will be carried out in all the main international markets, both consolidated and high-potential, with a weighted intensity based on existing tourist flows. and expected flows.
The Colosseum, a great must-see in Rome Photo Cecilia Fabiano/LaPresse via AP
A masterpiece
The Birth of Venus (
La Nascita di Venere
, in Italian), which is exhibited in the Uffizi Gallery in Florence, was created by the Renaissance painter Sandro Botticelli, and is considered one of
the masterpieces
of both the Florentine master and the entire the Italian Quattrocento.
Measuring 278.5 cm wide by 172.5 cm high, The Birth of Venus was painted by Sandro Botticelli between 1482 and 1485, and became a
symbol of 15th-century Italian painting
, replete with allegorical meanings and references to the antiquity.
As the Ufizzi gallery explains on its website, the theme derives from the Latin literature of
Ovid's Metamorphoses
: Venus is portrayed naked on a shell on the seashore;
to the left, the winds blow softly caressing her hair with a shower of roses;
to her right, a servant (Ora) waits for the Goddess to dress her.
Violets are seen in the meadow, a symbol of modesty, and often used to create love potions.
The birth of Venus is a symbol of Italian painting from the 15th century.
The famous art museum highlights "
the exceptional technique and the fine materials
used, as well as the special and expensive alabaster powder, making the colors even more brilliant and timeless, this is another of the characteristics for which this work is unique The Nativity of Venere is the first example of painting on canvas in Tuscany."
ANSA
look too
Italy: tourist boom in cities of art
Nocturnal visits to the Vatican Museums return