Marketing operation –Did the TL banned the word “Easter” of their communication?
During the traditional distribution of chocolate rabbits, this Monday, the TL were careful not to wish “joyful Easter” to their customers. Deliberate strategy?
Posted today at 2:00 p.m.
Easter festivities coincide this year with the launch of the new APP application.
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This promises heated debates at the table around the lamb, this Easter weekend. Should we now avoid referring to religious festivals in public space? In any case, this is the choice that I have seemed to make the TL, this Monday, during their traditional distribution of chocolate rabbits in the M2.
Instead of wishing “joyful Easter” to passengers, the little chick appearing on the plastic sachet evokes a “joyful app”. It must be said that the festivities coincide this year with the launch of the new application TL, which can be downloaded or updated thanks to the QR code taped on the chocolate package.
The operation questions. Should we see a deliberate avoidance strategy in the age of major debates on religious diversity and inclusiveness, particularly in a cosmopolitan Like Lausanne?
The TL deny
According to the TL press service, it is not a question of sparing the sensitivity of people who are not of Christian confession by banishing the term “Easter” of their communication. It is only a simple “marketing action” which aims to promote the new app, assures the spokesperson Alexandra Gindroz. “The message” Joyeuse App “slipped on the packaging thus wink both at the Easter period and the new app, quite simply.” Two strokes with one stone.
The desire not to offend the different religious sensitivities, and therefore to silence the celebration of certain festivals, is however in tune with the times. In England, a primary school has just given up Easter festivities Precisely to create a more inclusive atmosphere in the establishment. But nothing like TL, assures its spokesperson.
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Tella ults Neie Were is a journalist at the Vaud section. After a bachelor in political science, he obtained his master’s degree at the Academy of Journalism and the Media (AJM) of the University of Neuchâtel. He also went through the writing of time.More info
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