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chinese transcreation Tag

image of interactive lift at skyscape transcreated by textappeal

A Transcreation Mission for SPYSCAPE

  |   News

SPYSCAPE is an interactive museum designed by British architect David Adjaye which allows visitors to explore the fascinating world of espionage through multi-media storytelling, amazing artefacts and spy-skills challenges that reveal each person’s spy profile. Set in New York City, the museum attracts people from all over the world, so SPYSCAPE’s agency, Territory Studio commissioned our language and culture experts to provide transcreation and voiceover recordings in Spanish and Simplified Chinese.


The three-minute recordings are played in the world’s largest passenger lift which has been transformed into ‘The Briefing Lift’, an immersive audio-visual experience including 19.1 surround sound and optical illusions that create the impression of an ever-expanding space. This serves as an introduction to the museum and prepares the would-be spies for their exciting mission.


The mission for our team was to ensure that the briefing message would be as effective for visitors from Mexico City or Beijing as it is for those from Minneapolis or Brooklyn. To accomplish this, we provided culturally relevant translations of the script into Spanish and Simplified Chinese. We also took a carefully considered approach to casting and producing the voice-over recordings to enable them to embody the correct tone and persona of a spy agency director in each language.


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How to Cash in on the Chinese International Travel Boom

  |   CultureShocks Blog

If you are a travel brand, whether you manage a tour company, a hotel chain or a tourist attraction, then the Chinese market deserves your special attention. Although visitors from all nations are valuable customers, Chinese travellers are especially important because they make up the largest market segment in the world.


2018: The Year of EC-TY (EU-China tourism)

According to a report conducted by the World Tourism Organisation, Chinese travellers embarked on over 145 million international adventures last year (2017) and spent a whopping $261 billion dollars – phenomenal figures which constitute 21% of global tourism expenditure and make Chinese travellers the lead global outbound travel market. These already impressive figures are expected to increase again with a projected 6.3% annual growth, taking this figure to over 154 million travellers.


In January of this year, the EU and China joined forces to encourage Chinese tourists to visit Europe. Several leading bodies across the tourism industry have been collaborating with a view to increase the annual levels of Chinese visitors to Europe by 10%, a figure which would inject approximately €1 billion per year into the tourism industry. To capitalise on this boom, you need to make your business “China ready”.


Globetrotters with a Unique Style

Chinese travellers are particularly affluent, and their financial outlay covers mid- to high-priced accommodation, must-see attractions and uniquely generous spending on the high street and in shopping centres. When it comes to international travel, financial analysis indicates that they follow the “go big or go home” mantra. Research by The World Tourism Organisation shows that in each destination that they visit, the Chinese spend double the amount of money that the majority of international visitors do. As a result, the impact of even a single Chinese tour group can be huge.

While many Western tourists search for ways to minimise costs by selecting Airbnb rentals over luxury accommodation, Chinese visitors (especially middle aged travellers who did not receive enough or even any English education when young) tend to prefer the full-service benefits of well-apportioned hotels. Similarly, many Westerners set out to explore destinations unchaperoned whereas most Chinese travellers prefer the security and ease of a guided tour experience.


Getting a Slice of the Chinese Tourism Pie

With the summer travel season fast-approaching, it is high time to roll out the welcome mat to Chinese visitors with these key steps.


Translate Your Content into Chinese 

Although many younger Chinese visitors eagerly study English and other European languages, many others will be more comfortable reading promotional material in their native Mandarin (if they are from mainland China and Taiwan) or Cantonese (for residents of Hong Kong and Macau). To facilitate more bookings, have your website, brochures and key signage translated into Chinese. Don’t rely on Google translate to do this for you. Consult with professional translators and transcreators to ensure nothing is lost in translation and no offense is inadvertently given.


Have a Chinese Online Presence

The majority of Chinese travellers plan their vacations months in advance, and although some use travel agents, many like to conduct their own online research into holiday service providers. On the mainland, a censored version of Google is the third-ranked search engine after Baidu and Soso.com. Homegrown Weibo and WeChat are key social media platforms for mainland Chinese users since the Communist Party imposed bans on YouTube, Instagram, Twitter, Facebook, Snapchat and Pinterest.

Read our post on The Most Popular Asian Social Media Channels


Learn a Little Mandarin 

You may not feel the need to sign-up for language immersion courses, but a little effort goes a long way in demonstrating that you value your Chinese customers. A simple “ni hao” greeting will be sure to impress. If your Chinese guests have a memorable, positive experience with you then they are more likely to consider a return visit or recommend you to their friends and family back in China.


Work with a Chinese Influencer

Influencer marketing was a huge trend in 2017, and it’s set to continue in 2018. Many young people trust the words and recommendations of their peers and influencers more than traditional marketing. Getting the endorsement of a wanghong (internet celebrity) is an invaluable way to convert their social media fans into your customers. There has been a proliferation of agencies which help brands establish those connections.


We wish you much success in attracting and nurturing your Chinese visitors, or should we say, 生意兴隆 (shēng yì xīng lóng) “May you be endowed with a thriving business and prosperous trade”.


Read our post on Chinese Brand Name Localisation

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sea life is the new win for transcreation specialists Textappeal

Textappeal’s New Business Win: SEA LIFE

  |   News

SEA LIFE Aquariums is the world’s largest and most engaging conservation based aquarium brand, with more than 50 attractions around the world.

SEA LIFE create a breathtaking experience for the whole family and want to share their passion for sea life – its welfare and conservation are paramount in all they do.

Textappeal are proud to support the SEA LIFE brand in helping to promote the SEA LIFE ethos and enabling it to resonate with an audience across 13 European and Asian markets in 13 languages among which are Finnish, Portuguese, Turkish, Arabic, Thai, Korean, Simplified Chinese and Swedish.

SEA LIFE were looking for a partner to support the global unveiling of their website; a partner who shares the same passion for excellence in all they do and a partner who could further the SEA LIFE brand to audiences in markets where the brand is present.

Another crucial point for the brand was to retain consistency across SEA LIFE’s global estate of aquariums and deliver a brand message that would be fun, engaging and family-friendly across the markets SEA LIFE currently operate in.

SEA LIFE were impressed with Textappeal’s approach, passion and credentials and we are now working on the brand’s global website transcreation.

Our goal is to inform people in each specific market, in a locally relevant manner, of the importance of marine conservation, get them involved and inspire children to fall in love with the sea. To help them better understand the importance of the protection of sea life in an entertaining and culturally relevant manner.

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