THE BEST FROM MARKETERS

[muniyaakter]

What we are talking about : “Open to Meraviglia” is the campaign financed with € 9 million by the Ministry of Tourism to promote Italy in the world and “open the wonder” of our country to tourists. The protagonist of the campaign is Botticelli's Venus in virtual influencer version.

The campaign positioning concerns the main international airport ports between Europe, Middle East, USA, Central and South America, China, India, South-East Asia and Australia.
In particular, a promotional video will be shown in Europe on Ita Airways flights and railways, which, through a different QR code for each country, will take users to “Italia.it” .
At the same time, part of the budget (4 million) was invested to vietnam mobile number list cover digital channels such as social media and Google Ads with the same CTA towards the Italian site.
Open to controversy : Even though after 72 hours its social numbers were not so “wonderful” (yes, we are having fun with the puns) , 15k followers in total, the campaign still caused a lot of discussion, right from the start.

Many criticize the poor execution despite the high budget and see it only as a ridicule of the Italian image.
The domain “opentomeraviglia.it” had not been registered. So much so that it was the Marketing Toys agency that noticed it first and purchased it. Now they are using it to promote themselves.
Among the images used for the campaign, some turned out to be photomontages taken from Shutterstock or creatives that, before publication, were shared on Whatsapp (with a relative loss of quality) .
The username that the influencer was supposed to use on all social media, @venereitalia23 , was not registered on Twitter. So you can now find a nice unofficial meme profile there.
Some thumbs up : There are at least those who are in favor of the idea of ​​the campaign, who saw it as a breath of fresh air that would certainly have an impact on foreign cultures.

And what do you think? Let us know by answering this 20/80.