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An official web site and video utilizing a computerised mascot impressed by Botticelli’s The Delivery of Venus (round 1485) to advertise tourism to Italy has drawn widespread ridicule.
In the meantime, an Italian marketing campaign group has questioned whether or not the Uffizi Galleries, the museum in Florence the place the Botticelli portray is displayed, authorised the usage of the Venus picture for the €9m marketing campaign.
Titled “Open to Meraviglia” (Open to Surprise), the marketing campaign was devised by Italy’s tourism ministry along with the nation’s tourism board, Enit, and options Venus as a “digital influencer” who dons a mini-skirt and takes selfies in entrance of iconic landmarks, together with Rome’s Colosseum and Florence’s Cathedral.
In an article for the newspaper Il Fatto Quotidiano, the artwork historian Tomaso Montanari described the marketing campaign, which was designed by the Armando Testa communications group, as “grotesque” and “shameful”. The artwork critic Vittorio Sgarbi, an undersecretary in Italy’s tradition ministry, requested in feedback printed within the newspaper La Repubblica: “Open to Meraviglia? What’s that? What language is that?”.
Social media customers derided the marketing campaign after it emerged on Sunday that the video contains footage displaying an apparently typical Italian scene of individuals consuming wine on a sunlit patio that was truly shot in Slovenia and featured Slovenian wine.
Commentators have identified errors within the German model of the positioning, with the city names like Cento and Brindisi mistranslated as “Hundert” (hundred) and “Toast”.
Unveiling the marketing campaign at a press convention on Thursday, Tourism Minister Daniela Santanchè mentioned: “We’re probably the most stunning nation on the earth however we aren’t the very best at selling ourselves. We have to regain our satisfaction in being Italian, in our identification”.
However the artwork and heritage marketing campaign group Mi Riconosci described the marketing campaign in a press assertion as “humiliating”, including it was “unclear” whether or not the Uffizi had consented to the usage of the Venus picture for the marketing campaign.
In a separate case in October, the Uffizi introduced it will sue clothier Jean Paul Gaultier for utilizing representations of Botticelli’s Venus on specially-designed clothes with out first acquiring the museum’s consent.
Italy’s Code of Cultural Heritage requires anybody who makes use of pictures of public heritage for industrial functions to acquire prior authorisation and to pay a payment, although it permits for the free use of pictures for non-profit actions, examine and analysis, and the promotion of cultural heritage.
A spokesman for Mi Riconosci tells The Artwork Newspaper that the character of the “Welcome to Meraviglia” marketing campaign was “ambiguous” and “borderline”.
“There may be all the time a tremendous line between industrial and promotional exercise, and we consider that on this case that line has been crossed,” the spokesman says.
An Uffizi spokesman declined to remark when requested by The Artwork Newspaper about whether or not the museum had supplied authorisation for the usage of the picture.
Italy’s tourism ministry didn’t reply to a request for touch upon the matter.
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