Editor’s Note: Mark Alvarez, our Mexico City correspondent, has a short gem here that is quite entertaining but also seems like a brilliant public relations gambit. In Mexico, the Institutional Revolutionary Party — more commonly known as PRI — dominated the nation’s politics for more than seven decades but is now roundly despised by many Mexicans. However, what better way to begin rehabilitating its reputation — in the Mexican state of Tamaulipas — than to offer a web page on its site that offers a matchmaking service.

Politics makes strange bedfellows. That is a tale everybody knows. Everybody also knows that politics can lead to romance (or at least romantic entanglements). But can political parties help people find their romantic partners?

Yesterday, the Institutional Revolutionary Party (abbreviated “PRI” in Spanish) from the Mexican state of Tamaulipas added the twist to the tale. PRI dominated Mexican politics from 1929 to 2000. PRI is widely considered tainted (What political party or romance isn’t to some degree?). PRI also begins “Primero,” which means “first” in English.

The PRI Tamaulipas website can be found here. It is worth a visit. Mexicans and students of Mexico immediately will recognize the tricolored logo. Prominent is the slogan Primero tú, which translates to “First you.”

“First you” becomes “first your” in context. The page activates with the words “first your” joined by the following words in motion: “job”, “health”, “education”, “land”, “household economy” and “services”. A general list that could serve any place.

On entering the website, one sees PRI candidates. Mexican primaries approach, and the Federal Election for the National Legislature will be held on July 5. Mostly normal until one scrolls down on the left to a person inside a red heart.

Next to the heart symbol is “Busca Pareja,” essentially “Find your Partner.” Five hours ago, I clicked the symbol and discovered that 12 people had registered, 7 male and 5 female. Now, 19 people have registered, 14 males and 9 females. The page is being covered by national press, so the number of registrants certainly will increase.

“Find your Partner” is attracting visitors, registered and unregistered (my status is unregistered). PRI Tamaulipas has done well. “PRI” starts the page to mesh into “First your Romance.” This leads to “Friendship, Love, Lovers and Happiness.”

City Weekly began as Private Eye and built strength largely through personal ads. Why shouldn’t a political party build by encouraging romance, friendship, love and happiness? Beats the ever-repeated promises of lower taxes, better services, safe communities and “can do anything you want us to.”

So good for PRI Tamaulipas. It’s politics—sure. But why not support politics that could help a Mexican or two in Tamaulipas find romance? And for the smile, well, I’m applauding.