Translating tourism-related marketing material on your own can be tricky. As with all marketing copy, material for selling travel and promoting tourism must be meticulously tailored to the potential buyer’s needs. This becomes more challenging if you are seeking to attract customers from different countries with varying cultural backgrounds.
Localization is the key. Translation firms can easily tailor tourism marketing material for many different audiences and regions.
In order to appeal to the intended audience, and to capture the voice and unique brand of your company, translators will have a few questions before they get started. In order to be prepared for these questions, make sure you’re able to answer the following:
Identifying the intended audience for your translations is vital for creating high quality and relatable marketing material. Targeting an incorrect market, or no audience in particular, will result in your marketing falling flat. So, ask yourself: Who are the ideal customers for this material? Try to be as specific as possible so that your translation firm are able to produce idiomatic translations that use the correct vocabulary, voice and writing style.
A typical follow-up question after determining your target audience will focus on the method of delivery. How are you distributing your material? Are you creating pamphlets or are you erecting a billboard? Is the intended audience viewing the material before purchase, at the time of purchase, or afterwards? Having these answers ready when discussing with a translation firm will help them adapt your message to the chosen medium. It also allows expert translators to identify other marketing opportunities that you may not have considered.
Producing amazing translation copy doesn’t count for much if the choice of graphical content doesn’t match the style, tone and message. Translations for the tourism industry must be culturally appropriate, both in terms of written content and the graphical components that it compliments. Most translation firms can provide localized graphics and videos, or produce fresh material suited to the intended audience.
When establishing a relationship with a translation firm, it’s helpful to provide previous translations, a terminology glossary and any other contextual material that will help translators stay true to your terminology, brand image and voice. While this can be accomplished through research and client communication, it saves you and the translation firm time, and improves consistency, if supporting material can be provided as reference.