Oh la la and welcome to 2010! Finally, MiBAC, Ministero per i Beni e le Attività Culturali, is utilizing the very best of Italy-- art, humor and design-- to create gorgeous ad campaign for museum interest. The Professor took a quick glimpse and asked me who I thought they were targeting.
My response-- "Everyone who has ever said to me: Mi porto al museo XYZ? Non sono stato mai dentro i musei vaticani [il Colosseo, Musei Capitolini, Galleria Borghese, et cetera] da quando stavo all'elementare . . ."
It's about time that we get with the program a la France and realize that Italy and its art are not just for one-city-a-day tourists. Italian residents need to be active art patrons so that our museums can be as well run as, um, the British Museum.