Monday, July 26, 2010

The Unbearable Lightness of Being In Charge of Branding in Querétaro

Querétaro's aqueduct was host to a Cirque du Soleil-style extravaganza this weekend - which is appropriate. The city, which seems to re-brand itself every few months, is looking ahead to life after the bicentennial, and has now decided to call itself the "City of Light" - as if there weren't already enough reasons to confuse Querétaro with Paris. The aqueduct is the first part of town to get its Moulin Rouge makeover, which was unveiled in a display of civic pride not seen since the Dancing Fountains a couple of years ago. The aqueduct actually runs down the middle of a six-lane highway, bisected by two of the most accident-prone intersections in the city, which makes it an extraordinarily dangerous place to hang out. So of course the plan is to lure tourists and pedestrians to the area with a garish nighttime light show. Hilarity will surely ensue.

The company that designed the lights put together this promotional video, which manages to airbrush out the six lanes of Mad-Max traffic, and also gives a preview of coming illuminations around the rest of the Centro, which we have to admit don't look at all bad and could actually be a big improvement. And probably also not fatal.


7 comments:

Anonymous said...

looks pretty cool!

M

Dave said...

How could you have known Q would be this progressive when you decided to live there?

We must have missed driving the aqueduct area when there a couple of years ago as I don't recall anything exceptional... though it likely makes a difference that I cut my teeth on Mexican driving in D.F.

The video looks pretty cool at the beginning...though later on I just see electric meters spinning.

Burro Hall said...

I'm sure they can siphon enough money out of the anti-poverty programs to keep the lights on all winter.

Anonymous said...

I understand that MexLite is getting its own Bicentennial (sound and??) light show on the facade of the Parrochia. I'll confirm or deny in a few weeks. Meantime, keep the BH torch burning.

Anonymous said...

There is no light in Mexico, with criminals running around rampant. One cannot feel safe anywhere, as has been shown so often in the media. Your idea of a secure city is ridiculous, as it is non-existent in the land down south.

Dave said...

I'm still laughing about your "barnacle" epithet for a certain unnamed serial poster-who continues to earn the title.

Anonymous said...

http://www.eluniversal.com.mx/notas/698119.html