– Gland doesn’t want anyone to laugh at her anymore
The Municipality is asking for 400,000 francs for an ambitious campaign which will take place over 3 years. Objective: improve the image of this village which has become a city.
Published today at 8:03 a.m.
Gland station has been renovated and a large underpass has strengthened the connection between the historic town and the more recent districts.
24HEURES/JEAN-PAUL GUINNARD
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- The town of Gland wishes to improve its negatively perceived image.
- A budget of 400,000 francs is proposed for an ambitious communication campaign which will last three years.
- This campaign will take place throughout French-speaking Switzerland from 2025.
- The objective is to promote the quality of life, the dynamism of its economy and future projects.
If we tell you: town of Gland. What comes to mind? The Municipality of the commune of La Côte knows that you live beyond the district of Nyon, if you started by giving a smile while imagining a response. The authorities want to change the situation and intend to invest in a communications plan with huge ambition.
An observation that the population also makes. “We did a survey of her in 2020,” explains PLR union member Christine Girod. We realized that she is generally very satisfied with the quality of life and therefore feels good in Gland. But it suffers from the negative image of the dormitory town that still sticks to the town.”
Political priority
Since taking office, the new Municipality has decided to work on the image of the city. She even made it a priority by including it in her legislative plan. This problem is more sensitive than it seems at first glance, according to the authorities. The latter evoke a necessity for the good of the Commune. One of the objectives is to make it attractive as an employer. “We are facing difficulties in recruiting certain specialists in certain technical fields,” notes the union. Being a community is partly responsible for this, but so is the image of the Commune.”
To carry out its plan, the Municipality is asking the Municipal Council for a loan of 400,000 francs. Two thirds of this sum will be devoted to the purchase of advertising space in the form of posters in stations in particular, but also in the media and social networks. The operation will take place on the perimeter of Romandie and over a period of three years. The choice to make it long-term stems from the desire to permanently establish new beliefs in the public’s mind.
The first stage of the campaign will begin at the beginning of 2025. Its content will remain completely secret until then to preserve the buzz effect promised by the Municipality. Even the commissioners of the Municipal Council who will study the requested credit will not be taken into confidence. The idea is to surprise the target audience. “The countryside will reflect the image of the city,” emphasizes Christine Girod. It will be offbeat, strong and innovative.”
Promote your strengths
The action will promote the little-known assets of the town of Gland. We can think of the already renovated station with its large underpass where pedestrians and cyclists rub shoulders, its Wednesday evening market, its seventy very active local companiesthe renovation of the old town or its cultural season. The city’s future ambitions will be another focus of the campaign. There will certainly be a highlighting of the next construction of the Swissquote towerthe company which was created in Gland and which is today the spearhead of the local economy. The latter will also finance the covering of part of Avenue du Mont-Blanc to make it a green park.
After having developed at great speed, going from 1,530 inhabitants in 1960 to more than 13,000 today, the Municipality does not intend to seek to further increase its population. “It is not a goal in itself,” warns Christine Girod. But rather to emphasize that Gland went from village to town with a certain success.
A name that plays tricks
Even Apple thinks badly when it sees the name of the Vaudois commune. In 2012, the application of the Sentier des Toblerones, the hiking path between Bassins and Gland, had been censored. On the AppleStore, the toponym had been replaced by “G***”, and a note warned users that the application contained “adult/subjective scenes”. The recommended age for downloading had risen to 18. Of course, this was a mistake, since the program only contained very serious information about the hike and its fortifications dating back to World War II.
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Raphael Ebinger is an editor in the Vaud & Régions section, based in the Nyon office. A general journalist, he has a particular interest in local politics, but also in the world of beer. Previously, he worked for Le Nord Vaudois and Presse Nord Vaudois, but also at the Lausanne and Morges offices for 24hours.More info
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