Italy’s Tourism Campaign Evolves: From Virtual to Real-Life Ambassador
Italy’s tourism ministry has revamped its marketing campaign, shifting from a virtual influencer to a real-life ambassador. The new campaign features Francesca Faccini, a 23-year-old psychology student and aspiring actress from Rome, as the human version of the campaign. Faccini bears a striking resemblance to the Venus in Botticelli’s Renaissance masterpiece and will be the face of the new Welcome to Meraviglia campaign on Instagram.
The campaign, which cost €138,000, includes filming on location, editing, post-production, and content publishing by the creative agency IG Italia. Faccini was selected from 300 applicants and introduced to the press by tourism minister Daniela Santanchè. With her long blonde hair and natural look, Faccini will travel around Italy, showcasing its wonders and promoting the country’s beauty.
A New Approach to Tourism Promotion
The original Open to Meraviglia campaign, launched by Santanchè in 2023, was met with criticism for being tacky, embarrassing, and relying on tired stereotypes. The campaign attracted further controversy when it was revealed that part of the promotional video was filmed in Slovenia, while an Italian marketing company purchased the Open to Meraviglia domain name after spotting that it had not been registered. The new campaign aims to move away from these criticisms and focus on showcasing the authentic beauty of Italy.
The promotional video features Faccini wandering around Rome, enchanted by the city’s beauty. She is seen smelling a rose in Campo de’ Fiori, stroking the face of a statue of Emperor Hadrian in Palazzo Altemps, and playing an accordion in the Villa Borghese park. The video aims to capture the essence of Italy’s wonders and invite visitors to experience them firsthand.
A Human Touch to Tourism Promotion
The decision to move from a virtual influencer to a real-life ambassador is a significant shift in Italy’s tourism promotion strategy. By featuring a human ambassador, the campaign aims to add a personal touch and create a more relatable experience for potential visitors. Faccini’s resemblance to the Venus in Botticelli’s masterpiece adds a unique element to the campaign, highlighting the country’s rich cultural heritage and artistic history.
For more information on Italy’s new tourism campaign, visit Here