When transcreation is not enough
Sometimes you need to change EVERYTHING to make it stay relevant
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
I have a one way ticket to the Canary Islands for next week. My idea is to spend couple of months there, explore Gran Canaria and Lanzarote, get back into surfing and meet people who work remote from there…
… while, of course, I keep working on my business.
Maybe you don’t know this, but the situation right now in the Canary Islands is not ideal: after so many years with an economical model based on the tourism, they are seeing the consequences of that: raise of prices in food, drinks and rent, more services for foreign people than for the locals, fear of loosing their identity…
It’s a big topic.
And localization can help a little bit.
For Gran Canaria, I’m going to a small and sustainable coliving close to the beach. And they do things differently: work over party, local community over expats, responsible tourism over “money, money, money”.
If you are from, let’s say, Germany, UK or Japan, you may not be aware of the Canary issue… and so, you need to explain.
If you come from Spain (like me), you probably know about the problem… so the explanation you need is different.
In this specific case, is not about translating the content, but about have VERY DIFFERENT content in English and in Spanish.
Translation, even transcreation, is not enough. As a localization copywriter, you have to understand your audience and know which message resonates better with them.
Outside the desk
Where the magic really happens.
📵 I didn’t share this here, but I’m doing an Instagram detox and spending way less time in this app, and with the phone in general. Is looking good.
🎮 I got back into playing Fornite online with friends. Is a tradition from the pandemic times and is always fun to be back at it. Also, I’ve been working on a gaming campaign for a client, so let’s call it “research”
🚲 Last Saturday, someone stole my bike right before I took it (it was a public one). It doesn’t make sense, cause they can track it… but still they did it.
Make it global, baby
If you want to work with me, this is the way.
🚀 Want to take your brand to the next Spanish level? Hit the “reply” bottom and let’s talk.
📬 Want to appear in one of the next issues? Let’s see how we can work it out.
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All the best for the rest of your week,
💙 Ricky from Textonality.com 💙