Customer Name: Hyve Group
Customer Sector: Event organization
As part of Multimedia and Marketing activities for the Eurasia Rail Exhibition, a press release was published in Turkish and we were commissioned to translate this text into English for an announcement of this exhibition to the target audience.
CHALLENGES
- Press releases in the source and target texts are quite different and they target a specific audience, i.e. railway authorities and industrial leaders, buyers, and decision-makers.
- Source text in Turkish needs to be adapted to the global target audience.
- The source text includes quotes from the Exhibition Director which require the accurate use of reported speech.
- Factual information including statistics, exhibitors, and visitors must be provided in an objective and comprehensible manner.
- Suitable marketing language and style should be used in the target text to appeal to the target audience as well as create interest in the exhibitors, stakeholders as well as any potential visitors.
SOLUTIONS
- The original press release was reviewed to ensure that the messages to be communicated to the target audience are translated in a comprehensible manner.
- The content of the source text was adapted accordingly in order to ensure that it is well-received by the target readers as well as engaging their attention.
- In addition to using marketing language, factual information about the exhibition as well as the current railway potential of Türkiye for international railway investors were conveyed in an objective and fact-based manner to ensure impartiality and avoid any bias.
- Quotes from the exhibition director were provided by taking into consideration the core messages intended to be communicated rather than a literal translation of his statements. In addition, the principles of reported speech, i.e., the use of quotation marks, commas, conjunctions, etc. were observed.
- The official website of Eurasia Rail was reviewed to ensure consistency in terminology and the preferred style used in multimedia/marketing communications.
SOLUTION ELEMENTS
- Knowledge about multimedia and marketing activities of the company at both national and international levels.
- Learning about the target audience as well as the general characteristics of various exhibitors and visitors to address them in a targeted manner.
- Please review the official Eurasia Rail website to obtain background information to use in the target text and learn about what is crucial for the company to communicate to its target audience.
BENEFITS
- Creation of a press release for the upcoming event worldwide and especially for those who would potentially consider taking part in the event as an exhibitor or potential buyers in the railway industry.
- With this press release, even more exhibitors and visitors would sign up to participate in this event thanks to efficient communication efforts.
- Providing the target audience with factual information about the exhibition.
