{"id":6407,"date":"2023-07-18T08:31:37","date_gmt":"2023-07-18T06:31:37","guid":{"rendered":"http:\/\/www.wakapedia.it\/?p=6407"},"modified":"2023-11-20T10:44:00","modified_gmt":"2023-11-20T09:44:00","slug":"open-to-meraviglia","status":"publish","type":"post","link":"https:\/\/www.wakapedia.it\/fr\/open-to-meraviglia\/","title":{"rendered":"Open to meraviglia"},"content":{"rendered":"<p><\/p>\n<h3><strong>La V\u00e9nus de Botticelli devient une influenceuse pour relancer le tourisme en Italie : la campagne publicitaire qui a secou\u00e9 l&rsquo;internet.<\/strong><\/h3>\n<p>Tout le monde conna\u00eet la <strong>V\u00e9nus<\/strong> de <strong>Botticelli<\/strong>, belle muse au corps voluptueux et \u00e0 la chevelure balay\u00e9e par le vent, expos\u00e9e aux Offices de <strong>Florence<\/strong>.<\/p>\n<p>Mais personne n&rsquo;aurait imagin\u00e9 que cette ic\u00f4ne de la Renaissance puisse un jour porter des jeans, manger une pizza sur <strong>le lac de C\u00f4me<\/strong>, prendre un selfie sur la place <strong>Saint-Marc<\/strong> ou se rendre \u00e0 v\u00e9lo au <strong>Colis\u00e9e<\/strong>. C&rsquo;est pourtant ce qui se passe dans la nouvelle campagne publicitaire voulue par <strong>le<\/strong> <strong>minist\u00e8re du Tourisme<\/strong> et <strong>l\u2019agence nationale du tourisme italien<\/strong> (<strong>Enit<\/strong>) pour relancer l&rsquo;industrie du tourisme dans le Belpaese !<\/p>\n<p>Con\u00e7ue par le c\u00e9l\u00e8bre groupe de communication <strong>Armando Testa<\/strong> et intitul\u00e9e <strong>\u00ab\u00a0<a href=\"https:\/\/www.italia.it\/en\/open-to-meraviglia\" target=\"_blank\" rel=\"noopener noreferrer\">Open to meraviglia<\/a>\u00ab\u00a0<\/strong> (c&rsquo;est plus \u00e9l\u00e9gant en anglais, les gars !), la campagne transforme la <strong>V\u00e9nus<\/strong> de <strong>Botticelli<\/strong> en une influenceuse virtuelle contemporaine avec des v\u00eatements branch\u00e9s et un langage informel. Apparemment, nous ne sommes pas les seuls \u00e0 avoir fait le lien avec l&rsquo;influenceuse la plus connue d&rsquo;<strong>Italie<\/strong>, <strong>Chiara Ferragni<\/strong>, qui a pos\u00e9 devant le chef-d&rsquo;\u0153uvre de <strong>Botticelli<\/strong> pour une s\u00e9ance photo en <strong>2020<\/strong>, tr\u00e8s comment\u00e9e sur les m\u00e9dias sociaux. Co\u00efncidence ou source d&rsquo;inspiration ?<\/p>\n<p>Dans la vid\u00e9o promotionnelle <strong>\u00ab\u00a0Open to meraviglia\u00a0\u00bb<\/strong>, c&rsquo;est <strong>V\u00e9nus<\/strong> elle-m\u00eame qui se pr\u00e9sente comme une jeune trentenaire et nous invite \u00e0 la suivre (ou plut\u00f4t \u00e0 suivre son compte <a href=\"https:\/\/www.instagram.com\/venereitalia23\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>@venereitalia23<\/strong><\/a>) pour d\u00e9couvrir l&rsquo;<strong>Italie<\/strong> et son riche patrimoine culturel, architectural, artistique, culinaire&#8230; Bref, <strong>V\u00e9nus<\/strong> sera le visage de l&rsquo;<strong>Italie<\/strong> dans le monde, sur les sites officiels du <strong>minist\u00e8re du Tourisme<\/strong> et de l&rsquo;<strong>ENIT<\/strong>, sur les r\u00e9seaux sociaux, mais aussi sur les vols des compagnies a\u00e9riennes italiennes, dans de nombreuses gares europ\u00e9ennes, dans les principaux a\u00e9roports du monde&#8230;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-6421\" src=\"http:\/\/www.wakapedia.it\/wp-content\/uploads\/2023\/07\/Pizza_LakeComo-scaled-1024x512.jpg\" alt=\"\" width=\"1024\" height=\"512\" srcset=\"https:\/\/www.wakapedia.it\/wp-content\/uploads\/2023\/07\/Pizza_LakeComo-scaled-1024x512.jpg 1024w, https:\/\/www.wakapedia.it\/wp-content\/uploads\/2023\/07\/Pizza_LakeComo-scaled-300x150.jpg 300w, https:\/\/www.wakapedia.it\/wp-content\/uploads\/2023\/07\/Pizza_LakeComo-scaled-768x384.jpg 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>Outre le concept douteux, ce sont les nombreux couacs dans la r\u00e9alisation de cette campagne, qui a co\u00fbt\u00e9 pas moins de <strong>9<\/strong> millions d&rsquo;euros, qui ont scandalis\u00e9 les internautes. Quelques exemples. Un passage de la publicit\u00e9 avec des jeunes d\u00e9gustant un verre de vin a \u00e9t\u00e9 film\u00e9 en <strong>Slov\u00e9nie<\/strong>, ce qui sugg\u00e8re l&rsquo;utilisation d&rsquo;images gratuites pr\u00e9existantes. Le nom de la ville de <strong>Brindisi<\/strong> dans les <strong>Pouilles<\/strong> avait \u00e9t\u00e9 traduit par \u00ab\u00a0toast\u00a0\u00bb en anglais sur le site officiel, ou celui de la capitale provinciale des <strong>Marches Fermo<\/strong> par \u00ab\u00a0stillstand\u00a0\u00bb ; des erreurs flagrantes (aujourd&rsquo;hui corrig\u00e9es) typiques du traducteur automatique le plus rudimentaire. Sans parler du domaine web Opentomeraviglia non enregistr\u00e9 et d\u00e9j\u00e0 achet\u00e9 par d&rsquo;autres, ou des images de la campagne envoy\u00e9es par Whatsapp et t\u00e9l\u00e9charg\u00e9es sur le site en mauvaise r\u00e9solution&#8230; Des oublis de la part de l&rsquo;\u00e9quipe marketing ? Strat\u00e9gie de r\u00e9duction des co\u00fbts de cr\u00e9ation (il faut savoir que le budget de <strong>9<\/strong> millions a \u00e9t\u00e9 consacr\u00e9 principalement \u00e0 l&rsquo;achat d&rsquo;espaces publicitaires) ? M\u00e9connaissance de l&rsquo;utilisation de l&rsquo;intelligence artificielle ? Chacun a sa th\u00e9orie, mais personne n&rsquo;a la r\u00e9ponse.<\/p>\n<p>Ce qui est certain, c&rsquo;est que la campagne a fait parler d&rsquo;elle comme jamais auparavant, notamment sur le web o\u00f9, au-del\u00e0 des critiques, on a assist\u00e9 \u00e0 une prolif\u00e9ration de <em>meme<\/em>, des reprises d&rsquo;images dans une tonalit\u00e9 ironique et parodique qui soulignent le foss\u00e9 entre la publicit\u00e9 et la r\u00e9alit\u00e9. Parmi les plus suggestifs, on trouve par exemple une <strong>V\u00e9nus<\/strong> prenant un selfie devant une pile de poubelles dans la rue, une <strong>V\u00e9nus<\/strong> grillant des arrosticini sur un \u00e9tal, une <strong>V\u00e9nus<\/strong> fumant de la marijuana avec le logo \u00ab\u00a0Spinelli d&rsquo;Italia\u00a0\u00bb, ou encore &#8211; tristement r\u00e9aliste &#8211; une <strong>V\u00e9nus<\/strong> sur un bateau d&rsquo;immigr\u00e9s.<\/p>\n<p>Pour ou contre, amus\u00e9s ou scandalis\u00e9s, les Italiens se sont int\u00e9ress\u00e9s en masse \u00e0 cette campagne, prouvant qu&rsquo;ils se soucient de l&rsquo;image que les \u00e9trangers ont de leur pays, ce \u00ab\u00a0petit point que le monde entier a dans son c\u0153ur\u00a0\u00bb &#8211; comme il est d\u00e9fini dans la publicit\u00e9 &#8211; et qui &#8211; anecdote du genre de <strong>Piero Angela<\/strong> &#8211; <strong>n&rsquo;occupe pas plus de 0,50% de la surface de la terre mais poss\u00e8de le plus grand nombre de sites de l&rsquo;Unesco au monde, 58.<\/strong><\/p>\n<p>Ainsi, m\u00eame si \u00ab\u00a0<strong>Open to meraviglia<\/strong>\u00a0\u00bb est une campagne publicitaire qui ne pla\u00eet pas \u00e0 tout le monde, elle a le grand m\u00e9rite de relancer le d\u00e9bat sur l&rsquo;attractivit\u00e9 de l&rsquo;<strong>Italie<\/strong> et les moyens de la valoriser. Bref, comme le disait une autre ic\u00f4ne de la beaut\u00e9, <em>\u00ab\u00a0bon ou mauvais, l&rsquo;important c&rsquo;est qu&rsquo;on en parle\u00a0\u00bb<\/em>. Qui sait, peut-\u00eatre que <strong>Marilyn Monroe<\/strong> aurait suivi <strong>Venereitalia23<\/strong> !<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-6422\" src=\"http:\/\/www.wakapedia.it\/wp-content\/uploads\/2023\/07\/thumbnail_LEmilia-Romagna-ti-aspetta-1024x512.jpeg\" alt=\"\" width=\"1024\" height=\"512\" srcset=\"https:\/\/www.wakapedia.it\/wp-content\/uploads\/2023\/07\/thumbnail_LEmilia-Romagna-ti-aspetta-1024x512.jpeg 1024w, https:\/\/www.wakapedia.it\/wp-content\/uploads\/2023\/07\/thumbnail_LEmilia-Romagna-ti-aspetta-300x150.jpeg 300w, https:\/\/www.wakapedia.it\/wp-content\/uploads\/2023\/07\/thumbnail_LEmilia-Romagna-ti-aspetta-768x384.jpeg 768w, https:\/\/www.wakapedia.it\/wp-content\/uploads\/2023\/07\/thumbnail_LEmilia-Romagna-ti-aspetta.jpeg 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>","protected":false},"excerpt":{"rendered":"<p>La V\u00e9nus de Botticelli devient une influenceuse pour relancer le tourisme en Italie : la campagne publicitaire qui a secou\u00e9 l&rsquo;internet. Tout le monde conna\u00eet la V\u00e9nus de Botticelli, belle muse au corps voluptueux et \u00e0 la chevelure balay\u00e9e par le vent, expos\u00e9e aux Offices de Florence. Mais personne n&rsquo;aurait imagin\u00e9 que cette ic\u00f4ne de [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":6424,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[36,41],"tags":[1995,1996,1991,1992,1993,1994,1981,1982,1983,1984,1985,1986,1987,1988,1989,1990,1409,204,57,91],"class_list":["post-6407","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lets-go","category-italia","tag-1995","tag-1996","tag-1991","tag-1992","tag-1993","tag-1994","tag-venere","tag-botticelli","tag-influencer","tag-turismo","tag-ministero-del-turismo","tag-armando-testa","tag-open-to-meraviglia","tag-venereitalia23","tag-virtual-influencer","tag-ai","tag-enit","tag-italy","tag-italia","tag-91"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Open to meraviglia - Wakapedia<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wakapedia.it\/fr\/open-to-meraviglia\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Open to meraviglia - Wakapedia\" \/>\n<meta property=\"og:description\" content=\"La V\u00e9nus de Botticelli devient une influenceuse pour relancer le tourisme en Italie : la campagne publicitaire qui a secou\u00e9 l&rsquo;internet. 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