Tuscany’s regional government has unveiled its new marketing campaign to promote domestic and international tourism throughout the world-famous region.
Inspired by Dante’s epic poem ‘The Divine Comedy’ and evoking dreamy, pastoral landscapes, the campaign is titled ‘Divine Tuscany’ and was designed by Rome-based firm LS&Blu.
Since the campaign’s presentation to the press on February 7, president of the Tuscany Region, Enrico Rossi, announced his personal opinion via Facebook, ‘Even though we were the creators of the promotional campaign for Tuscany, I don’t like it.’ Rossi went on to explain that he loves Tuscany the way it is and not as shown in the retouched images and text used in the new campaign.
Rossi’s words have opened the floodgates to comments and criticism by Tuscans and Tuscany lovers worldwide.
On The Florentine’s Facebook page, readers’ initial reactions to the images included the following:
– I was taken aback by the one with a ghastly picture that says, “Lasciate ogni pensiero voi ch’entrate.” Close, but not Dante, nor should it be Dante, at least not Inferno.
– Tuscany is beautiful and does need photoshop.
– Beautifully done! Showing the magic of Italy!
– Tuscany is heaven on earth – that’s what the pictures are trying to share.
