Last week Hg2 told you Big Ben was leaning, but now it seems one of Italy’s most famous landmarks has taken a fall.

Or has it? The image above is part of an advertising campaign from an Athens advertising agency to encourage holidaymakers to make a trip to some of Italy’s historic sights – before it’s too late.

The campaign – which also includes the Venice sinking ad below – plays on the mortality fears of Greek globetrotters. Mind you, in a country that is currently in the grip of a financial crisis and going for broke, maybe a trip out of their country might be a good thing!

As philosophical brain-box Susan Sontag once quipped: “Paradise is always being lost. One of the recurrent themes of modern travel narratives is the depredations of the modern, the loss of the past — the report on a society’s decline.”

If her words, in some way,  go to explain our lust to see the sights before we shuffle off this mortal coil, then perhaps its time to for all Hedonists to think about booking that special trip.

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Venice submerged: Greek web travel site Petas and one of their dramatic advert.


About Hg2 | A Hedonist's Guide To...

Hg2 | A Hedonist's Guide is a luxury city guide series coveted by travellers who value both style and substance when it comes to soaking up a city. Irreverent, inspired, and, above all, intelligent.

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