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LOCALIZATION  for Tourism & Hospitality Industries LOCALIZATION  for Tourism & Hospitality Industries

LOCALIZATION for Tourism & Hospitality Industries - PowerPoint Presentation

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Uploaded On 2020-08-04

LOCALIZATION for Tourism & Hospitality Industries - PPT Presentation

Yvette Fang Red amp Blue International Focus On Asia Workshop by Massachusetts Office of Travel amp Tourism MOTT Why This Seminar The US State Department 2010 The US firms collectively lose out on 50 billion a year due to poor or missing translations ID: 798161

amp localization refer english localization amp english refer chinese pepsi word redblueint billion style lose asian year culture voice

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Slide1

LOCALIZATION for Tourism & Hospitality Industries

Yvette FangRed & Blue International

Focus On Asia Workshop

by Massachusetts Office of Travel & Tourism (MOTT)

Slide2

Why This SeminarThe U.S. State Department (2010): The U.S. firms collectively lose out on $50 billion a year due to poor or missing translations.

Pepsi’s “Come alive with the Pepsi generation” was translated in Chinese ads as “Pepsi brings your ancestors back from the grave.”

Authorized to use by Brendan & Brendan

Slide3

Why This Seminar (continued)In September 2014, Apple’s Chinese slogan was simply translated word-to-word from English, which caused their Chinese customers to lose confidence in the product.

Slide4

Localization IndustryStarted in 1970sThe localization industry in the U.S. market reached nearly $40 billion – Common Sense Advisory

The 4th fastest-growing industry in the U.S. – The Centre for Next Generation Localisation

Slide5

Localization is an ARTLocalization is the customization of all components of a service/product for a particular target market.

Beyond word-to-word translationReflect the original intent of allusion, colloquialism, slang and other nuances

Adapt to local culture and custom

To replace it with an Asian case study.

Chinese colors.

Slide6

Machine Translation?Not professionally yet!

EnglishChinese

English

“Bigger than bigger.”

大于大。

More than big.

English

Japanese

English

“Assume Nothing.”

Let's assume anything.

English

Korean

English

“Come alive with the Pepsi generation.”

Cobran

life con la

generación

Pepsi.

Google Translate

Slide7

Localization is a SCIENCEWorkflow ManagementCost Effective

GlossaryTM

Slide8

What to LocalizeMarketing materials: brochures, fliers, websitesPromo videos

Client meetings Phone prompts

Legal Contracts

Add an Asian bustle street picture

Slide9

How to Order Localization ServicesIntegrate localization into the process from the very beginningGlossary and Style Guide

Proofreading and review

Slide10

How to Have Video LocalizedMethodsScript Localization & Voice Recording

orSubtitle Localization

Keys

Rewriting: time codes, culture, language

Talent: voice, tone, style

Monitor

Slide11

Work together to keep the businesses in Mass.!Unite, Network, Refer, and Keep the businesses with the stateHotel to refer event planners and interpretation services

Globalization solutions providers to refer accountantsAccountants to refer bankers

Why Massachusetts and Boston

Education, institutes, finance, investment

Sightseeing, shopping

……

Slide12

Happy New Year of the Goat!

Yvette Fang

CEO, Red & Blue International

@

REDBLUEINT

REDBLUEINT

yfang@redblueint.com

617. 945. 7083