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.
Turkish journalist Cemil Baysal said he is not surprised by the angry response to the campaign which comes on the heels of the emotional reaction by Muslims globally to the American film “Innocence of Muslims”.
The anti-Islamic film touched off violent protests across North Africa and the Middle East.
“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.
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