BILINGUALISM IS GOOD FOR BUSINESS SAYS TESCO.
A three-week television advertising campaign sponsored by the food retailer on Welsh language channel S4C was aimed at encouraging businesses to take part in the scheme which encourages companies to benefit by using Welsh to improve customer and community relations.
Two thirds of requests for Working Welsh packs containing badges, window stickers and wall signs reminding customers that a bilingual service is provided and identifying members of staff who speak Welsh were in response to the adverts during the first week of airing.
Welsh Language Board chairman Rhodri Williams said: "Here, in Wales, Tesco, has pioneered local sourcing and bilingualism, recognising the clear commercial benefits, including improved customer loyalty.
"Increasingly, a wide range of businesses are looking for new and interesting ways to add value, improve customer service and enhance their standing in communities. Positive use of Welsh in our bilingual society therefore offers powerful marketing opportunities and our TV ads are helping convey that message.'' A NOP market research survey into public attitudes to the Welsh language confirms that a majority of fluent Welsh speakers said that they would be more likely to use a shop or business if it made an effort to use both Welsh and English.
Tesco's Welsh marketing manager Meinir Phillips said:
"As part of our corporate social responsibilities schemes we consider it important to support local communities.
"By implementing and promoting the Iaith Gwaith Working Welsh scheme, we are helping the language board spread the message that bilingualism is good for business too.''
DOUBLE TALK: A shot from the Tesco-backed ad urging that both languages be used in business
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|Publication:||Daily Post (Liverpool, England)|
|Date:||Apr 17, 2002|
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