Trenitalia and the Frecciarossa spot, the case

What Trenitalia and Frecciarossa has to do with a blog where we talk about journalism is the question that I think all those who have happened in this place have been asked. In order not to waste them time I immediately explain why I wanted to hold this in this way.

At the end of 2011Trenitaliahas launched the new packages ofFrecciarossa, the high -speed train that covers most of Italy. The new campaign ofFrecciarossahas unleashed the wrath of consumer associations for interdictions to the upper carriages by those who use theStandard serviceThat is, the cheapest one. Given the period of crisis, we can also say that the service affects many people who move for work but who do not earn so much that they can afford superior packages.

The story struck me to the point of inspired an article onBlog Diviaggi di Fulltravelthat I take care daily. My article, however, did not limit himself to the mere question of the packages but also raised another case. Next to the presentation of theStandard service, Frecciarossahas exhibited a color pair unlike the other relative imagestoSuperior packages.

From here a viral effect was unleashed, just about the network, so much so that starting from my article entitled "Trenitalia and the racist gaffe of Frecciarossa advertising"There were many bloggers who resumed news. But not only. Consumer associations intervened, theCorriere della Sera Online(without mentioning the source, what a bad costume), the19th centuryand even theNational TG3He dedicated a service on the subject.

For those wishing to reconstruct the story here are some salient points:

• I write the article on December 29thTrenitalia and the racist gaffe of Frecciarossa advertising
  
•  A few days after the online newspaperLinkiestaHe writes on the subject and proposes a reconstruction of the incident http://www.linkiesta.it/frecciarossa-tandard-linkiesta also citing my article.
• TheNational TG3in the January 4 edition.This is the link to click to follow the TG3 and the service created on the subject, starting from the 19:20 minute
  
• The Corriere della SeraOnline signed by two colleagues, it talks about the case, also quoting a phrase taken from the title of my blog "racist gaffe" looking at each other well from mentioning my name. I am sorry that the most famous newspaper in Italy is reluctant to "Caesar what is from Caesar". But so much ...
  Click to read the articleImmigrants in fourth class The Trenitalia spot makes bloggers discuss
  
• The 19th centuryOn January 5, he dedicates an article to the topic entitled "«Racist spot»: the web against FS I quote me.Download here the full article in PDF. This is an excerpt

"To notice it was a freelance, Anna Bruno, che quattro giorni fa ha postato sul suo blog Fulltravel.it questa notizia: “Trenitalia e la gaffe razzista della pubblicità Frecciarossa”. Manco a dirlo, il Web ha fatto subito montare la polemica e su Facebook si sono organizzati gruppi per chiedere il ritiro della campagna pubblicitaria. Sotto accusa è finito l’accostamento tra immagine e messaggio: mamma, papà e figlia sono di carnagione scura, del tipo indiano. Questo solo per il livello Standard, perché a salire, nei più lussuosi Premium, Business ed Executive, tra manager e donne d’affari in tailleur, di gente di colore non c’è traccia. In verità se si va a spulciare più a fondo nella massiccia campagna video di presentazione dei nuovi 4 livelli di servizio, con cui a poco a poco saranno sostituite le storiche prima e seconda classe, si trova il filmato della saletta meeting. «Come si vede, anche qui c’è un uomo di colore», ribattono da Trenitalia. Vero, e accanto a lui c’è una donna dall’incarnato più ambrato. Ma entrambi sono due sottoposti del manager con completo e cravatta tutto d’un pezzo, che però è bianco che più bianco non si può. «Sciocchezze e falsità – rispondono da Trenitalia -. Abbiamo già inviato una smentita al blog, spiegando che neanche ci abbiamo fatto caso al colore. A differenza di chi lo ha notato e a cui forse importa più che a noi il colore della pelle».

In reality I have never received any denial fromTrenitalia, I don't understand which blog the spokesperson for the company in question refers to. However, the image was replaced, as documented by me on the blog "Trenitalia and the racist gaffe of Frecciarossa advertising. If Trenitalia had nothing to reproach to replace it first and then to the replacement then with an image with empty seats?

I wanted to reconstruct, in this space, the story of the case raised following my article because I would like to dedicate this "small moment of glory" to alljournalistsThat every day bring out precious news and singular cases without receiving the right gratitude and, often, the right compensation.