Swiss International Air Lines is raising hackles among Muslims over a slogan used in a recent German-language publicity campaign. Alluding to its logo, taken from Switzerland’s national flag, the slogan says in German, “Kreuz ist Trumpf”, literally, the “cross is trumps”, or the “cross is a plus”. The words are used in a billboard campaign, launched within the country last month, that highlights the white cross on the back of one of its planes.
Muslims in Switzerland have responded negatively to the advertising, which they believe promotes Christianity over other religions. In Swiss internet forums, Islamists complain that Swiss makes reference to the “cross” and not the “Swiss cross”, Der Sonntag newspaper reported. The issue has been picked up by newspapers in several Muslim countries….Many Muslims feel this Christian slogan (of Swiss) is a provocation and an assault against Islam,” Baysal told Der Sonntag. Swiss maintains that its ad campaign does not carry any religious or political message.
The slogan is, in fact, a play on words, referring to “trumps” in Jass, the popular card game that is strongly rooted in Switzerland, airline spokeswoman Myriam Ziesack told Sonntag.