Italy’s new tourism campaign brings Botticelli’s Venus to life

In an official presentation to the media by Italy’s Tourism Minister Daniela Santanchè, Francesca Faccini, a 23-year-old Roman who has become Italy’s new “flesh-and-blood” Venus and the face of the Ministry of Tourism’s latest promotional campaign, “Welcome to Meraviglia.”

There is indeed a striking similarity between Faccini with her blue eyes, long blonde hair and captivating smile and the Botticelli’s painting of his Venus.

The previous 2023 campaign “Open to Meraviglia“ featuring Botticelli’s Venus generated -at least on social media- much debates. The Botticelli’s Venus reimagined as a digital influencer was criticized as embarrassing as it relied on tired stereotypes. But now, the goddess of love and beauty has indeed stepped out of the Renaissance canvas into real life.

Botticelli’s Venus becomes alive

In the new campaign, Venus takes human form through Faccini, who was introduced to the press as the campaign’s exceptional guide. Wearing a blue sweater and ripped jeans, she embodies a contemporary, approachable image meant to reconnect Italy’s artistic heritage with everyday reality.

Chosen for her striking resemblance to Botticelli’s masterpiece, Faccini is set to travel extensively across Italy, meeting people and showcasing the country’s landscapes, cities, and traditions. In the campaign’s promotional video, she appears with an air of wonder as she admires Rome’s monuments, symbolizing a renewed invitation to discover Italy through fresh eyes.

“In an era of artificial intelligence and digitalization—whose potential and benefits we fully recognize,” stated Santanchè, “having a real girl, in flesh and blood, traveling across Italy to promote our beauty, our values, and our authenticity is a disruptive and, for a ministry, undoubtedly innovative act.”

The Welcome to Meraviglia campaign is designed primarily for social media distribution, with a strong focus on Instagram through the accounts @Venereitalia23 and @IGItalia. The aim is to present Italy’s tourism offering in a more authentic and relatable way, emphasizing real experiences over virtual representations.

Focus on lesser-known destinations

“Venus will travel the peninsula from north to south to promote and enhance our extraordinary tourism heritage, unique in the world,” Santanchè added. “It is rich in nuances and local specificity that together form a magnificent mosaic. She will interact with the territory to capture the most authentic aspects of Italy and live the extremely diverse experiences that all tourists can enjoy, highlighting the extraordinary variety of our country.”

To that end, the Ministry plans to work closely with ENIT and regional authorities to ensure that lesser-known destinations are included in Venus’s journey. Regions will be invited to propose locations and areas off the beaten path, fostering a more targeted and cohesive promotion of Italy’s diverse local identities.

Faccini is currently studying psychology at a private university in Rome while pursuing acting. She holds a diploma from the Mamiani linguistic high school and hopes to build a career in the entertainment industry. She already has some experience in television and film, having appeared in a Mediaset TV series episode and a short film.

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