When the words finally did the work they were meant to do

The situation

The client is responsible for presenting the country’s rich history, culture, and destinations to the world. As part of a push to expand beyond Arabic-speaking markets, the client began working with a French marcoms agency to produce a wide range of international marketing materials—from brochures and videos to maps, web content, promotions, and social media.

The ambition was clear: reach new audiences without diluting meaning, accuracy, or cultural integrity.

The real challenge

This was not a straightforward translation task. The content spanned history, archaeology, law, and local practice—areas where precision matters.

Key risks included:

• Cultural nuance being flattened or misunderstood

• Variations in how place names were previously translated, leading to uncertainty for visitors.

• Legal or practical information being inaccurately conveyed

• Layout and proofing challenges across 16 languages and scripts

For international visitors, misunderstandings here wouldn’t just affect brand perception—they could directly affect actual experiences.

What we did

The work began long before any words were adapted.

• Held in-depth discussions with the cient to understand goals, audiences, and positioning

• Mapped the purpose of each content type across markets

• Identified priority countries and languages

• Built detailed glossaries and standardised place-name lists, verified by specialists

• Assembled native-speaking writers and translators with tourism expertise

• Enabled collaboration across language teams to maintain consistency

• Involved legal specialists to ensure accuracy around local laws and practices

• Designed a clear markup and proofing system, supported by a four-eyes review process

• Provided English-language explanations to support smooth DTP implementation

The emphasis throughout was on clarity, consistency, and cultural respect.

The shift

The resulting materials communicated the client’s destinations in a way that was engaging, accurate, and accessible across all target markets.

Standardised terminology reduced confusion. Cultural nuance was preserved rather than simplified. Careful planning and collaboration ensured delivery on time and within budget, despite the scale and complexity of the project.