Printer Friendly

BILINGUALISM IS GOOD FOR BUSINESS SAYS TESCO.

THE UK's biggest retailer, Tesco, has joined forces with the Welsh Language Board to promote the board's Iaith Gwaith Working Welsh scheme.

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.''

CAPTION(S):

DOUBLE TALK: A shot from the Tesco-backed ad urging that both languages be used in business
COPYRIGHT 2002 MGN Ltd.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2002 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Title Annotation:Business
Publication:Daily Post (Liverpool, England)
Date:Apr 17, 2002
Words:289
Previous Article:Cash help to support grassroots recovery.
Next Article:Aintree venue for regional show.
Topics:


Related Articles
HOW MUCH? This year Tesco made pounds 2bn profit. It hasn't made all its customers happy ! but they still shop there!
Business Profile: Village locations suit chain store operations; A leading Spar store operator tells business correspondent David Jones why diversity...
STADIUM: BUILDING MAY START NEXT YEAR.
Tesco denies its chief will become health tsar.
Tesco does OK at Christmas.
CityNews: Gorilla war; 'KING KONG' TESCO MONSTERS RIVALS.
The King Kongo the high street; Tesco 'too powerful, greedy and dominant'.
Tesco set to flex muscles; RETAIL: Outcry as stores brace themselves for new cuts.

Terms of use | Privacy policy | Copyright © 2020 Farlex, Inc. | Feedback | For webmasters