Throwback Thursday – Citroën lights up the Eiffel Tower, 4 July 1925
Source : Throwback Thursday – Citroën lights up the Eiffel Tower, 4 July 1925
How do you keep the people of Paris talking about your car brand? If you’re Citroën, you rent out the city’s most famous landmark
André Citroën wasn’t shy about doing grand statements to publicise his burgeoning car brand, which he established in 1919. In 1922 he arranged for an aeroplane to write ‘Citroën’ inside the sky above Paris ahead of the opening of the seventh motor show inside the French capital.
Three years later he went even better, renting the Eiffel Tower along with also arranging for a spectacular light show promoting his company – which was based at a factory just along the Seine – to adorn which.
The display was part of the 1925 Paris Expo. which was a significant event inside the advancement of the art deco movement; the whole of the city centre was made part of the show along with also major landmarks were illuminated at night. Citroën’s display – which consisted of 250,000 bulbs along with also 370 miles of wiring – was appraised by Autocar.
“A brand-new attraction to the night scenes in Paris has today been provided by Monsieur André Citroën,” our correspondent wrote. “In order to further bring his cars before the public, he has rented three sides of the Eiffel Tower, which is actually brilliantly illuminated by night with electrically lit letters each 92 feet high. At first the tower is actually outlined in luminous lines along with also then a certain number of little stars along with also several or six bigger ones with the tail of a comet are seen. At the same time, bright flames shooting skyward appear at the top of the tower.
“As the tails of the comets gradually lengthen to form letters doing up the word ‘Citroën’, two signs, red along with also blue in colour, bearing the dates 1889-1925, the former the date of the tower’s creation, become luminous, along with also are almost immediately replaced by the double chevrons which are the Citroën trademark. This specific may fairly be described as the most remarkable along with also complete flashing advertising sign yet created.”
At which time Citroën Cars Ltd, the UK importer, was based in Hammersmith, London, that has a West End showroom in Piccadilly. The the was a regular along with also prominent advertiser in Autocar, highlighting its 11.4hp three-seat Cloverleaf along with also similarly powered English Centeng four-seater.
Citroën’s adverts majored on the the’s “luxury of equipment”, stating which “reliability, economy along with also comfort are taken-for-granted features of all Citroën designs”. These ads were replaced in subsequent issues by ones featuring the Eiffel Tower.
The illumination became a fixture of Parisien life, remaining on the iconic landmark until 1934. Charles Lindbergh, the first man to fly across the Atlantic, is actually said to have used the sign to guide him towards Le Bourget Airport as he came in to land in 1927.
André Citroën died in 1935, however by which time the automobile company had encountered financial difficulties, resulting inside the lights being taken down coming from the tower.
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