Customer Name: Club Med
Customer Sector: Tourism and Hotel Management
As part of Club Med Türkiye sales & marketing communications, a press release to be published on various multimedia channels was translated from Turkish into English. The press release contains various topics, including 73-year of history beginning with the birth of an all-inclusive vacation concept to global partnerships, success stories, and finally, today’s strategic targets, including Happy Digital and Happy to Care initiatives.
CHALLENGES
- In terms of composition, the press release was created like a fairy tale and even starts with “Once upon a time…”, presenting a brief history of its origins, how it gradually develops from past to present to become a global leader in all-inclusive holiday resorts. Overall, the press release is somehow designed in a way comparable to introduction, body, and conclusion paragraphs. The same style and holistic approach should be taken into consideration in the target text, especially in terms of storytelling aspects.
- In addition to dreamlike qualities, the source text also contains introduction of various concepts like cruise ships, reed houses, exclusive collection, etc., which require attention to detail and using such terms in line with the marketing language used to promote such concepts.
- References to various destinations around the world are made throughout the text and these include names in the native language or elements specific to the local culture. Such local and cultural elements need to be reviewed to determine translation strategies and whether to keep the original or otherwise require adaptation for the target audience.
- The press release also mentions some strategic targets which contain terminology on various areas, including technology, tourism, and environment.
- Finally, the last section presents information on local holiday resorts, career opportunities for Turkish students in addition to statistics, e.g., occupation rates, etc., which requires the use of factual and informative style.
SOLUTIONS
- The source text was analyzed carefully and storytelling characteristics were maintained. A parallel text was created in the target language with a similar composition by reformulating the introduction, body, and conclusion sections in the same manner.
- Concepts and destinations particularly referred to in the source text were reviewed in detail and their counterparts were determined by taking into account any cultural or local elements that were required to be incorporated into the target text.
- A glossary was created with terminology contained in the sections about strategic targets.
SOLUTION ELEMENTS
- Creative composition skills.
- Terminology knowledge.
- Competence in translation of multimedia, sales & marketing content.
BENEFITS
- Giving the same dreamlike effect in the target language to attract international guests.
- Supporting the company in effectively communicating its messages and success stories to the target audience.
