segunda-feira, fevereiro 14, 2005: Interessante Evento de "Marketing Civico" ?

St Valentine's Day mass-kisser


Valentine's Day in Paris. Where better to organise a mass outdoor love-in? Bertrand Delanoë, the flamboyant mayor of one of the world's most romantic cities, has called on Parisians to express their civic pride in unusual fashion on Monday.

He is asking them to re-enact the famous Robert Doisneau photograph of a kissing couple in front of the Hôtel de Ville on the banks of the Seine. Paris's lovers have been summoned for a mass canoodle at midday.

The wily Delanoë is not just concerned with spreading love, though there might be a few votes in that. He also has a baser instinct: to champion Paris's bid to host the Olympic Games in 2012. The Hôtel de Ville just happens to be festooned with a giant Olympic logo and photographs of lip-entwined Parisians in front of it will generate welcome publicity.

Delanoë hopes his latest stunt will demonstrate Parisians' "passion for the Games" as well as for one another.

Delanoë, who has built a city beach along the river and encouraged all-night opening of museums, is also turning over 170 electronic noticeboards across the city to its Romeos and Juliets.

Parisians can e-mail or telephone messages to the town hall, which will flash them up on the boards for star-struck lovers sitting in traffic.


FT.com / Comment & analysis - Observer from Paris

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