Urban Illusion in Ventimiglia: A Strategic Advertisement Intended to Attract the French Residents into the City
Revamped Rewrite:
'Fiasco' sums up the recent marketing push for Ventimiglia on the French Riviera, and it's not pretty. Posters plastered on the sleek modern trams of Nice, the heart of Ventimiglia's advertising offensive, scream out a strange narrative. The issue appears to be the visuals themselves. Rather than showcasing Ventimiglia's sandy beaches, one poster depicts an excavator hard at work on the shoreline. Far from highlighting Cala del Forte marina, a multi-million euro venture by the Principality of Monaco, another poster reveals a construction site, no match for the current haven of luxurious yachts, immaculate gardens, and trendsetting eateries and hangouts.
Social media fevers have been hot with photos of the trams carrying the promotional campaign. The twist that's left the citizens of Ventimiglia, as well as mayor Flavio Di Muro, scratching their heads is the fact that these photos were shared on the Ventimiglia Turismo account itself, with a caption boasting: "Ventimiglia takes Nice by storm: our promotional campaign has invaded French trams, with stunning images capturing the essence of Ventimiglia's charm, nestled between the sea, nature, and culture."
The apparent lack of oversight over the material earmarked for such a significant PR operation for the border city is baffling. If it wasn't evident already, the situation now threatens to stir up a hornet's nest for dynamic assessor Serena Calcopietro. Some speculate that it might be better to take down those images from Nice's trams, given their outdated representation of the city.
The promotional campaign for Ventimiglia on social media has sparked confusion among residents, including Mayor Flavio Di Muro, as the images shared on the Ventimiglia Turismo account failed to showcase the city's charm effectively. Instead, the photographs featured construction sites and excavators, which fall short of Ventimiglia's reputation as a haven of luxurious yachts, immaculate gardens, trendsetting eateries, and cultural attractions.
The average citizen, engrossed in following general news and politics on social media, may question the decision-making process behind the marketing push, given the seemingly outdated and unflattering portrayal of Ventimiglia, which contrasts sharply with the city's enticing entertainment and social-media worthy offerings.
