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Enhancing Tourism through Localization: Strategies for Success in Asia

Join us for a workshop led by Yvette Fang from Red & Blue International, focusing on the importance of localization in the tourism and hospitality industries. Discover how effective localization can prevent U.S. firms from losing up to $50 billion annually due to poor translations. Learn from real-world case studies, including the missteps of major brands, and understand how to adapt your marketing materials to resonate with Asian markets. Empower your business with strategies for integrating localization into your services for a competitive edge.

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Enhancing Tourism through Localization: Strategies for Success in Asia

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Presentation Transcript

  1. LOCALIZATION for Tourism & Hospitality Industries Yvette Fang Red & Blue International Focus On Asia Workshop by Massachusetts Office of Travel & Tourism (MOTT)

  2. Why This Seminar • The 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

  3. 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.

  4. Localization Industry • Started in 1970s • The 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

  5. Localization is an ART Localization is the customization of all components of a service/product for a particular target market. • Beyond word-to-word translation • Reflect 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.

  6. Machine Translation? Not professionally yet! Google Translate

  7. Localization is a SCIENCE • Workflow Management • Cost Effective • Glossary • TM

  8. What to Localize • Marketing materials: brochures, fliers, websites • Promo videos • Client meetings • Phone prompts • Legal Contracts Add an Asian bustle street picture

  9. How to Order Localization Services • Integrate localization into the process from the very beginning • Glossary and Style Guide • Proofreading and review

  10. How to Have Video Localized • Methods • Script Localization & Voice Recording • or • Subtitle Localization • Keys • Rewriting: time codes, culture, language • Talent: voice, tone, style • Monitor

  11. Work together to keep the businesses in Mass.! • Why Massachusetts and Boston • Education, institutes, finance, investment • Sightseeing, shopping • …… • Unite, Network, Refer, and Keep the businesses with the state • Hotel to refer event planners and interpretation services • Globalization solutions providers to refer accountants • Accountants to refer bankers

  12. Happy New Year of the Goat! Yvette Fang CEO, Red & Blue International yfang@redblueint.com 617. 945. 7083 @REDBLUEINT REDBLUEINT

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