official promo video for italy tourism features slovenia

Official promo video for Italy tourism features Slovenia

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Official video for Italy tourism features Slovenia

The video, part of a $9.91 million campaign, has been widely mocked by critics

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Italy’s tourism ministry has faced ridicule after an official video to attract tourists to Italy used footage of people in Slovenia drinking Slovenian wine.

The video, part of a 9-million euro ($9.91 million) campaign produced by the Armando Testa communications group, was widely mocked by critics and on social media even before it emerged that part of it had been shot abroad.

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Titled “Open to Meraviglia” (Open to Wonder), it uses a computerized “influencer” version of Venus, a symbol of Italian art, as depicted by Sandro Botticelli in his renaissance masterpiece The Birth of Venus.

The very modern “Venus,” dons a mini-skirt and is shown eating pizza and presenting some of Italy’s main tourist attractions such Rome’s Coliseum or Florence’s cathedral.

Art historian Tomaso Montanari called the advertising campaign “grotesque,” and an “obscene” waste of money, while the video was lampooned by users of Italian social media platforms.

The most controversial footage shows a group of young people smiling on a sunlit patio drinking wine in what is presented as a typical Italian scene.

However, eagle-eyed viewers spotted that the patio in question is actually in the Cotar region of Slovenia, close to the Italian border, and the bottle on the table has a Cotar wine label.

The Armando Testa communications group was not immediately available to comment.

Italian Tourism Minister Daniela Santanche, a member of Prime Minister Giorgia Meloni’s far-right Brothers of Italy party, called critics of the video “snobs” and said the depiction of Venus as an influencer was aimed at attracting young people.

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Italian tourism video derided for featuring scene from neighbouring Slovenia

Italy's tourism ministry is facing ridicule over an official video to attract tourists to Italy that uses footage of people in Slovenia drinking Slovenian wine.

Key points:

• The video is part of a $14.5 million campaign by Italy's Ministry of Tourism, titled Open to Meraviglia (Open to Wonder)
• The promo has been widely mocked for including a scene from neighbouring Slovenia

The video also features a computerised "influencer" version of Botticelli's Venus

The video, part of a 9 million euro ($14.5 million) campaign produced by the Armando Testa communications group, was widely mocked by critics and on social media even before it emerged that part of it had been shot abroad.

Titled Open to Meraviglia (Open to Wonder), it uses a computerised "influencer" version of Venus, a symbol of Italian art, as depicted by Sandro Botticelli in his renaissance masterpiece The Birth of Venus.

The very modern Venus, dons a miniskirt and is shown eating pizza and presenting some of Italy's main tourist attractions such as Rome's Colosseum or Florence's cathedral.

Art historian Tomaso Montanari called the advertising campaign "grotesque", and an "obscene" waste of money, while the video was lampooned by users of Italian social media platforms.

The most controversial footage shows a group of young people smiling on a sunlit patio and drinking wine in what is presented as a typical Italian scene.

However, eagle-eyed viewers spotted that the patio in question is actually in the Cotar region of Slovenia, close to the Italian border, and the bottle on the table has a Cotar wine label.

That video was withdrawn from YouTube on Wednesday.

The Armando Testa communications group was not immediately available to comment.

Italian Tourism Minister Daniela Santanche, a member of Prime Minister Giorgia Meloni's far-right Brothers of Italy Party, called critics of the video "snobs" and said the depiction of Venus as an influencer was aimed at attracting young people.

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Official Promo Video for Italy Tourism Features Slovenia

FILE PHOTO: Italy's newly appointed Minister of Tourism Daniela Santanche arrives at the Quirinale Presidential Palace for the swearing-in ceremony of Italy's new government, in Rome, Italy October 22, 2022. REUTERS/Yara Nardi

(This April 23 story has been corrected to change the name of the region to Kras, not Cotar, in paragraph 7)

ROME (Reuters) - Italy's tourism ministry has faced ridicule after an official video to attract tourists to Italy used footage of people in Slovenia drinking Slovenian wine.

The video, part of a 9-million euro ($9.91 million) campaign produced by the Armando Testa communications group, was widely mocked by critics and on social media even before it emerged that part of it had been shot abroad.

Titled "Open to Meraviglia" (Open to Wonder), it uses a computerised "influencer" version of Venus, a symbol of Italian art, as depicted by Sandro Botticelli in his renaissance masterpiece The Birth of Venus.

The very modern "Venus", dons a mini-skirt and is shown eating pizza and presenting some of Italy's main tourist attractions such Rome's Coliseum or Florence's cathedral.

Art historian Tomaso Montanari called the advertising campaign "grotesque", and an "obscene" waste of money, while the video was lampooned by users of Italian social media platforms.

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The most controversial footage shows a group of young people smiling on a sunlit patio drinking wine in what is presented as a typical Italian scene.

However, eagle-eyed viewers spotted that the patio in question is actually in the Kras region of Slovenia, close to the Italian border, and the bottle on the table has a Cotar wine label.

The Armando Testa communications group was not immediately available to comment.

Italian Tourism Minister Daniela Santanche, a member of Prime Minister Giorgia Meloni's far-right Brothers of Italy party, called critics of the video "snobs" and said the depiction of Venus as an influencer was aimed at attracting young people.

($1 = 0.9079 euros)

(Reporting by Gavin Jones, Editing by Alexandra Hudson)

Copyright 2023 Thomson Reuters .

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• Official promo video for Italy tourism features Slovenia

The video, part of a 9-million euro (USD 9.91 million) campaign produced by the Armando Testa communications group, was widely mocked by critics and on social media even before it emerged that part of it had been shot abroad. Titled “Open to Meraviglia” (Open to Wonder), it uses a computerised “influencer” version of Venus, a symbol of Italian art, as depicted by Sandro Botticelli in his renaissance masterpiece The Birth of Venus.

• Updated On Apr 26, 2023 at 11:09 AM IST

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Official promo video for Italy tourism features Slovenia

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(This April 23 story has been corrected to change the name of the region to Kras, not Cotar, in paragraph 7)

ROME (Reuters) - Italy's tourism ministry has faced ridicule after an official video to attract tourists to Italy used footage of people in Slovenia drinking Slovenian wine.

The video, part of a 9-million euro ($9.91 million) campaign produced by the Armando Testa communications group, was widely mocked by critics and on social media even before it emerged that part of it had been shot abroad.

Titled "Open to Meraviglia" (Open to Wonder), it uses a computerised "influencer" version of Venus, a symbol of Italian art, as depicted by Sandro Botticelli in his renaissance masterpiece The Birth of Venus.

The very modern "Venus", dons a mini-skirt and is shown eating pizza and presenting some of Italy's main tourist attractions such Rome's Coliseum or Florence's cathedral.

Art historian Tomaso Montanari called the advertising campaign "grotesque", and an "obscene" waste of money, while the video was lampooned by users of Italian social media platforms.

The most controversial footage shows a group of young people smiling on a sunlit patio drinking wine in what is presented as a typical Italian scene.

However, eagle-eyed viewers spotted that the patio in question is actually in the Kras region of Slovenia, close to the Italian border, and the bottle on the table has a Cotar wine label.

The Armando Testa communications group was not immediately available to comment.

Italian Tourism Minister Daniela Santanche, a member of Prime Minister Giorgia Meloni's far-right Brothers of Italy party, called critics of the video "snobs" and said the depiction of Venus as an influencer was aimed at attracting young people.

($1 = 0.9079 euros)

(Reporting by Gavin Jones, Editing by Alexandra Hudson)

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Official promo video for Italy tourism features Botticelli's digitalised 'Venus' and ... Slovenia

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Photo: YouTube

Italy's tourism ministry has faced ridicule after an official video to attract tourists to Italy used footage of people in Slovenia drinking Slovenian wine.

The video, part of a €9mil (RM44mil) campaign produced by the Armando Testa communications group, was widely mocked by critics and on social media even before it emerged that part of it had been shot abroad.

Titled Open To Meraviglia ( Open To Wonder ), it uses a computerised "influencer" version of Venus, a symbol of Italian art, as depicted by Sandro Botticelli in his renaissance masterpiece The Birth Of Venus .

The very modern "Venus", dons a miniskirt and is shown eating pizza and presenting some of Italy's main tourist attractions such Rome's Coliseum or Florence's cathedral.

Art historian Tomaso Montanari called the advertising campaign "grotesque", and an "obscene" waste of money, while the video was lampooned by users of Italian social media platforms.

The most controversial footage shows a group of young people smiling on a sunlit patio drinking wine in what is presented as a typical Italian scene.

However, eagle-eyed viewers spotted that the patio in question is actually in the Cotar region of Slovenia, close to the Italian border, and the bottle on the table has a Cotar wine label.

The Armando Testa communications group was not immediately available to comment.

Italian Tourism Minister Daniela Santanche, a member of Prime Minister Giorgia Meloni's far-right Brothers of Italy party, called critics of the video "snobs" and said the depiction of Venus as an influencer was aimed at attracting young people. – Reuters

Tags / Keywords: Open to Meraviglia , italy , sandro botticelli , slovenia , advertising campaign

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'Obscene' waste of money: Italian tourism video ridiculed for featuring another country

The official italian tourism video was mocked by critics and on social media for using footage of slovenia. produced by the armando testa communications group, the video is a part of a 9-million euro ($9.91 million) campaign..

Listen to Story

Italy's tourism ministry faced flak after an official promo video for the country’s tourism used footage of people in Slovenia drinking Slovenian wine.

The video was widely ridiculed by critics and was lampooned on social media even before it emerged that part of it had been shot abroad, news agency Reuters reported.

The most controversial footage shows a group of young people smiling on a sunlit patio drinking wine in what is presented as a typical Italian scene. ALSO READ | ‘Anarchic chaos’: Picturesque Italian town bans tourists from taking selfies

However, viewers spotted that the patio in question is actually in the Cotar region of Slovenia, close to the Italian border, and the bottle on the table has a Cotar wine label.

Produced by the Armando Testa communications group, the video is a part of a 9-million euro ($9.91 million) campaign, reported Reuters. The Armando Testa communications group was not immediately available to comment.

Titled "Open to Meraviglia" (Open to Wonder), it uses a computerised "influencer" version of Venus, a symbol of Italian art, as depicted by Sandro Botticelli in his renaissance masterpiece The Birth of Venus. ALSO READ | Births in Italy dropped to historic low in 2022, says official report

The very modern "Venus", dons a mini-skirt and is shown eating pizza and presenting some of Italy's main tourist attractions such Rome's Coliseum or Florence's cathedral.

Art historian Tomaso Montanari called the advertising campaign "grotesque", and an "obscene" waste of money.

Italian Tourism Minister Daniela Santanche, a member of Prime Minister Giorgia Meloni's far-right Brothers of Italy party, called critics of the video "snobs" and said the depiction of Venus as an influencer was aimed at attracting young people. ALSO READ | Italy bans ChatGPT over privacy concerns, here is everything we know

Published By: Vani Mehrotra Published On: Apr 26, 2023 --- ENDS ---

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Official promo video for Italy tourism features Slovenia

The most controversial footage shows a group of young people smiling on a sunlit patio drinking wine in what is presented as a typical Italian scene

Published : 26 Apr 2023, 04:10 PM

Updated : 26 Apr 2023, 04:10 PM

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Italy's tourism ministry has faced ridicule after an official video to attract tourists to Italy used footage of people in Slovenia drinking Slovenian wine.

The video, part of a 9-million euro ($9.91 million) campaign produced by the Armando Testa communications group, was widely mocked by critics and on social media even before it emerged that part of it had been shot abroad.

Titled "Open to Meraviglia" (Open to Wonder), it uses a computerised "influencer" version of Venus, a symbol of Italian art, as depicted by Sandro Botticelli in his renaissance masterpiece The Birth of Venus.

The very modern "Venus", dons a mini-skirt and is shown eating pizza and presenting some of Italy's main tourist attractions such Rome's Coliseum or Florence's cathedral.

Art historian Tomaso Montanari called the advertising campaign "grotesque", and an "obscene" waste of money, while the video was lampooned by users of Italian social media platforms.

The most controversial footage shows a group of young people smiling on a sunlit patio drinking wine in what is presented as a typical Italian scene.

However, eagle-eyed viewers spotted that the patio in question is actually in the Cotar region of Slovenia, close to the Italian border, and the bottle on the table has a Cotar wine label.

The Armando Testa communications group was not immediately available to comment.

Italian Tourism Minister Daniela Santanche, a member of Prime Minister Giorgia Meloni's far-right Brothers of Italy party, called critics of the video "snobs" and said the depiction of Venus as an influencer was aimed at attracting young people.

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Official promo video for Italy tourism features Slovenia

ROME (Reuters) – Italy’s tourism ministry has faced ridicule after an official video to attract tourists to Italy used footage of people in Slovenia drinking Slovenian wine.

The video, part of a 9-million euro ($9.91 million) campaign produced by the Armando Testa communications group, was widely mocked by critics and on social media even before it emerged that part of it had been shot abroad.

Titled “Open to Meraviglia” (Open to Wonder), it uses a computerised “influencer” version of Venus, a symbol of Italian art, as depicted by Sandro Botticelli in his renaissance masterpiece The Birth of Venus.

The very modern “Venus”, dons a mini-skirt and is shown eating pizza and presenting some of Italy’s main tourist attractions such Rome’s Coliseum or Florence’s cathedral.

Art historian Tomaso Montanari called the advertising campaign “grotesque”, and an “obscene” waste of money, while the video was lampooned by users of Italian social media platforms.

The most controversial footage shows a group of young people smiling on a sunlit patio drinking wine in what is presented as a typical Italian scene.

However, eagle-eyed viewers spotted that the patio in question is actually in the Cotar region of Slovenia, close to the Italian border, and the bottle on the table has a Cotar wine label.

The Armando Testa communications group was not immediately available to comment.

Italian Tourism Minister Daniela Santanche, a member of Prime Minister Giorgia Meloni’s far-right Brothers of Italy party, called critics of the video “snobs” and said the depiction of Venus as an influencer was aimed at attracting young people.

($1 = 0.9079 euros)

(Reporting by Gavin Jones, Editing by Alexandra Hudson)

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Official promo video for Italy tourism features Slovenia

Footage of young people drinking wine on a patio was identified as being in slovenia's cotar region, with the wine in question having cotar labels..

How did footage of Slovenia end up in a tourism promotion video for Italy?

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Italian tourism video derided for featuring scene from neighbouring slovenia.

Italy's tourism ministry is facing ridicule over an official video to attract tourists to Italy that uses footage of people in Slovenia drinking Slovenian wine.

Key points:

• The video is part of a $14.5 million campaign by Italy's Ministry of Tourism, titled Open to Meraviglia (Open to Wonder)
• The promo has been widely mocked for including a scene from neighbouring Slovenia

The video also features a computerised "influencer" version of Botticelli's Venus

The video, part of a 9 m... [Short citation of 8% of the original article]

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The STB's promotional video for Slovenian gastronomy came in an excellent fifth place in the tourism product category at the 34th World Tourism Film Awards last night in Valencia. Two other Slovenian films were also awarded, the promotional film Meet your spirit by Hotel Bohinj coming in third place and the promotional film by the Kobarid Museum coming in fourth place in the tourism service category.

The promotional video on Slovenian Gastronomy entitled You can't spell Slovenia without love. Your plate awaits. has already won numerous international awards and accolades that strengthen Slovenia's visibility as a sustainable gastronomic destination for top boutique experiences. It has participated in various festivals around the world as part of the International Committee of Tourism Film Festivals (CIFFT) , which places it in excellent fifth place among the thirty-five competing promotional videos . The video was a finalist at the World Tourism Film Festival in Japan in March and won the first Gold Award at the International Tourism Film Festival in Cape Town , South Africa in May. This was followed by a second Gold Award at the Silafest International Tourism Film Festival in Serbia in September and a Gold Award at the 13th Amorgos International Tourism Film Festival in Greece .

At a gala evening event on 25 November in Valencia, top five promotional films in the categories of cities, regions, countries, services and products were awarded. In 2022, 3,000 promotional videos from all over the world took part in international festivals under the umbrella of the organisation. 125 videos were shortlisted and 26 were awarded . Three of them were Slovenian. Each winner received a unique handmade sculpture by world-renowned Portuguese artist Nuno Martins.

The participation in CIFFT is not the only that has brought prestigious awards to video. The video won first prize at the Golden City Gate 2022 International Festival , last year it won the International Film Food Menu Festival , and it also won the international competition at the FITUR fair in Spain. The video also caught the attention of local experts and was shortlisted by the SOF jury as one of the top six projects of the year.

Global public relations and Marketing e-mail address: press(at)slovenia.info

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The General Terms and Conditions determine the conditions and manner of using the Slovenian Tourist Board’s Media Library services. In the Media Library, users have at their disposal high-resolution photos and audio-visual recordings of the products and services offered by Slovenian tourism, which are to be used solely for non-commercial purposes as defined below.

General rules of application

Registration is required to use the Media Library’s services. Registration is available to any legal entity in the Republic of Slovenia and abroad, regardless of their legal form, whose activities involve marketing, promoting and presenting Slovenia as a tourist destination .

Photos and audio-visual recordings (hereafter: materials) may be used free of charge for all non-commercial publications that constitute promotion of Slovenia as a tourist destination, abroad or in the Republic of Slovenia , in accordance with these General Terms and Conditions.

The right to use the materials is not limited in terms of time or place (the use is permitted in Slovenia and other countries) unless a restriction relating to location and duration of use is specifically provided for an individual item of material .

The Slovenian Tourist Board reserves the right to revoke a user’s right to use certain materials at any time.

The rights acquired based on these General Terms and Conditions may not be transferred to third parties.

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Photos and audio-visual recordings may only be used with consistent citation of author/co-authors and source: www.slovenia.info .

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A registered user of the Media Library shall obtain the following non-exclusive economic rights to use the downloaded photos and audio-visual recordings:

• the right of reproduction and distribution,
• the right of making available to the public,
• the right of public presentation,
• the right of including photos in other copyright work.

The above rights refer to all forms of non-commercial and free-of-charge online posts, print media, audio-visual media services and other communication channels, regardless of the type of media (print, digital), which includes:

• Digital catalogues, e-magazines, newsletters (solely for the purposes of free distribution);
• Publication in print and other media that report on the Slovenian tourism products and services or promote Slovenia as a tourist destination;
• Use on social media as part of organic posts (reporting on an event, press releases (solely unpaid posts);
• Printed promotional materials, prospectuses, leaflets, brochures (solely for the purposes of free distribution);
• Promotional events in the Republic of Slovenia and abroad (e.g., tourism fairs, exchanges, workshops, presentations, etc.) that are exclusively or predominantly intended to promote Slovenia as a tourist destination.

The above forms of use include solely a free-of-charge form of using materials for the purposes of promoting tourism activities and services in the Republic of Slovenia or presenting Slovenia as a tourist destination.

Prohibited forms of using materials/commercial use of materials

Using materials for commercial purposes , such as reproduction on postcards, T-shirts, books, magnets, embedding audio-visual inserts in one’s own promotional materials, all forms of external advertising (stationary billboards, digital advertising, etc.), use in advertisements unrelated to the promotion of Slovenia as a tourist destination, use on websites that are not intended to present Slovenian tourism products and services and similar activities, is not included in these General Terms and Conditions and is prohibited .

It is strictly prohibited to use materials on media and distribution channels that are marketed or sold to users (books, school textbooks, other commercial publishing, calendars, postcards, fast-moving consumer goods (clothes and other products), advertising of non-tourism products and services, reproduction of materials on vehicles, etc.).

For more information regarding permitted forms of use, please contact us at  [email protected] .

Audio-visual materials (video)

Using audio-visual materials is allowed only in the unchanged form available in the Media Library . Transformations, adaptations, clips, embeddings, and instances of using individual shots in one’s own audio-visual works, even if intended for promotional purposes, is prohibited.

Breaches of General Terms and Conditions

Any breach of economic and/or moral rights of the authors of photographs or audio-visual recordings may constitute a criminal offence and may result in substantive and damage liability of the user.

The entity breaching copyright pertaining to the material shall reimburse the Slovenian Tourist Board for all the damage incurred to it due to the breach of rights.

The Slovenian Tourist Board shall not be liable for any use of photos and video recordings that is contrary to these rules. The user of the material shall be entirely responsible for the content and manner of use.

General provisions

These Media Library General Terms and Conditions shall apply for all instances of using the material unless the Slovenian Tourist Board and user agree on special terms of using the material in advance and in writing for a specific instance of using the material.

These General Terms and Conditions shall be subject to occasional amendments. Upon the user’s publication of the material, the version of the General Terms and Conditions that is current at that particular time shall apply for the use of materials. If the user disagrees with the amendments made to these General Terms and Conditions, they shall immediately cease using the material and remove it from all media and other communication channels.

For more information, please contact us at  [email protected] .

Slovenian Tourist Board Ljubljana, 1 June 2022

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• Official promo video for Italy tourism features Slovenia

(This April 23 story has been corrected to change the name of the region to Kras, not Cotar, in paragraph 7)

ROME (Reuters) - Italy's tourism ministry has faced ridicule after an official video to attract tourists to Italy used footage of people in Slovenia drinking Slovenian wine.

The video, part of a 9-million euro ($9.91 million) campaign produced by the Armando Testa communications group, was widely mocked by critics and on social media even before it emerged that part of it had been shot abroad.

Titled "Open to Meraviglia" (Open to Wonder), it uses a computerised "influencer" version of Venus, a symbol of Italian art, as depicted by Sandro Botticelli in his renaissance masterpiece The Birth of Venus.

The very modern "Venus", dons a mini-skirt and is shown eating pizza and presenting some of Italy's main tourist attractions such Rome's Coliseum or Florence's cathedral.

Art historian Tomaso Montanari called the advertising campaign "grotesque", and an "obscene" waste of money, while the video was lampooned by users of Italian social media platforms.

The most controversial footage shows a group of young people smiling on a sunlit patio drinking wine in what is presented as a typical Italian scene.

However, eagle-eyed viewers spotted that the patio in question is actually in the Kras region of Slovenia, close to the Italian border, and the bottle on the table has a Cotar wine label.

The Armando Testa communications group was not immediately available to comment.

Italian Tourism Minister Daniela Santanche, a member of Prime Minister Giorgia Meloni's far-right Brothers of Italy party, called critics of the video "snobs" and said the depiction of Venus as an influencer was aimed at attracting young people.

($1 = 0.9079 euros)

(Reporting by Gavin Jones, Editing by Alexandra Hudson)

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Official promo video for Italy tourism features Slovenia

Italy's tourism ministry has faced ridicule after an official video to attract tourists to italy used footage of people in slovenia drinking slovenian wine. the video, part of a 9-million euro ($9.91 million) campaign produced by the armando testa communications group, was widely mocked by critics and on social media even before it emerged that part of it had been shot abroad..

Italy's tourism ministry has faced ridicule after an official video to attract tourists to Italy used footage of people in Slovenia drinking Slovenian wine.

The video, part of a 9-million euro ($9.91 million) campaign produced by the Armando Testa communications group, was widely mocked by critics and on social media even before it emerged that part of it had been shot abroad. Titled "Open to Meraviglia" (Open to Wonder), it uses a computerised "influencer" version of Venus, a symbol of Italian art, as depicted by Sandro Botticelli in his renaissance masterpiece The Birth of Venus.

The very modern "Venus", dons a mini-skirt and is shown eating pizza and presenting some of Italy's main tourist attractions such Rome's Coliseum or Florence's cathedral. Art historian Tomaso Montanari called the advertising campaign "grotesque", and an "obscene" waste of money, while the video was lampooned by users of Italian social media platforms.

The most controversial footage shows a group of young people smiling on a sunlit patio drinking wine in what is presented as a typical Italian scene. However, eagle-eyed viewers spotted that the patio in question is actually in the Kras region of Slovenia, close to the Italian border, and the bottle on the table has a Cotar wine label.

The Armando Testa communications group was not immediately available to comment. Italian Tourism Minister Daniela Santanche, a member of Prime Minister Giorgia Meloni's far-right Brothers of Italy party, called critics of the video "snobs" and said the depiction of Venus as an influencer was aimed at attracting young people. ($1 = 0.9079 euros)

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