US travel destinations are open for global business, and that was made abundantly clear in 2010 when the Travel Promotion Act was signed into federal law. Brand USA, a public-private partnership tasked with promoting US tourism, was created by this act.
In 2014 subsequent legislation was passed to drive modernization of the way USA travel destinations are promoted. It’s no coincidence that in 2015 SDL won an exclusive localization services and technology contract with Brand USA. SDL is using technology, process optimization, and the best translators across the globe to drive greater efficiency and consistency in the way Brand USA is taking US travel destinations to market.
Detangling the complexity:
Going global is always complex, but the Brand USA challenge is near the top of the chart:
- Broad service requirements: Wide ranging localization services needs including translation for 11 languages, SEO, video localization and transcreation.
- Complex business process: Brand USA has multiple ad agencies creating content. Each ad agency was localizing content with its own translation vendors. The lack of centralized translation management was resulting in high cost, strained deadlines, and a fragmented brand message across the globe.
- Technical complexity: SDL has the best translation management technology in the world. We wowed Brand USA by demonstrating a working integration with their technology stack infrastructure on spec only a few days into the RFP.
This is where SDL thrives: bringing together an unbeatable combo of experience, services breadth, and industry-leading technology to solve a customer’s most complex globalization needs.