Schneider throws a party in the São Paulo subway
On April 29, a celebration was held in the São Paulo, Brazil subway to inaugurate three new stations serving the city’s northern district. The stations—Jardim de São Paulo, Parada Inglesa and Tucuruvi—are the most modern and best equipped on the entire line. The extension will make it easier for thousands of passengers to travel downtown.
To thank the government of São Paulo State and all those who took part in this enormous undertaking—including local residents who had to put up with many inconveniences during construction—the companies involved in the project organized a special event for young and old alike. The festivities featured samba dancers, fireworks, light shows, laser displays and a giant-screen video projection with live music provided by Demônios da Garoa (“Demons of the Mist”).
A major media campaign to publicize the party included advertising on the main FM radio stations and inserts in six of the largest regional dailies and in Veja São Paulo magazine. Letters were also sent to 100,000 residents in the newly-served neighborhoods.
It was the kind of party that Brazilians are famous for, and that future passengers are not likely to soon forget.