Viral marketing of an Italian souvenir

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A few days ago, the news grew tired of showing the face of the Italian Prime Minister, Silvio Berlusconi, bruised and bleeding from a stone replica of the Milan Cathedral , thrown by an individual with psychiatric problems. Apparently the endless repetition of images of the event acted as an unplanned viral marketing action , which spread the sales of the replica of the Gothic Duomo.

duomo milan

The curious thing about this case is that this souvenir made overseas chinese in usa data of different materials (marble or alabaster, the heaviest, or resin, the lightest) and sold to tourists as a souvenir of their time in Milan , is now associated with the attack on Berlusconi and has seen a notable increase in sales . Morbidity or a political ideology (leftist) contrary to that of the minister could be the reasons why sales of the replica of the Gothic Cathedral of Milan have increased by up to twice their usual percentage.

So, does the souvenir transcend its touristic purpose? Who buys it, why does he do it? In this case, does the replica acquired only to make fun of this fact also fulfil its touristic function of reminding us of moments of leisure, enjoyment and knowledge of a place?

We can also ask ourselves other questions, such as whether Milan will remain associated with the Duomo and Berlusconi, for how long, and how this will affect tourism.

Perhaps it is the froth effect of a fact that is not so transcendental, but which due to the mass media coverage has quickly achieved notoriety… .