Botticelli's Venus as influencer in Enit tourism campaign sparks debate

The Italian National Tourism Agency (Enit) has launched a new international campaign featuring a virtual influencer modeled after Botticelli's Venus, created by the Armando Testa group. The campaign, with the slogan 'Open to meraviglia' and a budget of nine million euros for spring/summer and autumn/winter, includes a promotional video to be broadcast on trains, planes, Rai networks, and Netflix, as well as billboards and an Instagram profile @venereitalia23. The virtual Venus, described as a 30-something 'virtual influencer,' appears in various tourist settings such as Piazza San Marco, the Colosseum, Polignano a Mare, and Lake Como, dressed in modern outfits and taking selfies. The initiative is backed by Tourism Minister Daniela Santanché, who earlier teased a Venus on a scooter, and aims to attract younger audiences. However, the campaign has drawn criticism for its banality and outdated advertising style, with art critic Vittorio Sgarbi stating that 'advertising for Italy is done by works of art, without needing to disguise them.' The article also references Chiara Ferragni's 2020 selfie at the Uffizi in front of Botticelli's Birth of Venus, which sparked similar debates.