A controversial marketing campaign by Italy’s tourism ministry is grabbing attention for what seems like all the wrong reasons. The €9 million ($9.94 million) marketing campaign Open to Meraviglia (“Open to Wonder”) was unveiled by tourism minister Daniela Santanchè and Italy’s national tourism board ENIT last week. It is fronted by a digital rendition of the Roman goddess Venus as depicted in Sandro Botticelli’s 15th century renaissance masterpiece Birth of Venus, wearing a mini-skirt, holding a smart-phone, and eating pizza. The digital rendition of Venus also comes with an Emily in Paris-style Instagram account with 34,000 followers and counting.

 

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