Making a memorable slogan, irrespective of the language — Inside GetYourGuide I VolHotels


In in the present day’s publish, the Localization workforce particulars how they introduced our slogan, “love the place you’re going,” to life for our multi-lingual prospects all over the world.

GetYourGuide won’t ever cease turning journeys into wonderful experiences, however after the rebranding final summer time, we did change our slogan. A slogan is a model’s means of claiming “hi there,” so the Localization Crew had to verify the tone of voice and intention of the English unique was fastidiously transferred into our personal languages. Not solely that, we additionally needed to take character limits into consideration and make sure the new tagline sounded pure and interesting.

Love the place you’re going is easy, charming, and represents precisely what GetYourGuide is aiming to do: make vacationers fall in love with their vacation spot. With the ability to determine with this message shouldn’t be restricted to our English-speaking prospects solely — that is the place the Localization workforce is available in.

With a really tight and really onerous deadline in addition to a inflexible character restrict, the Localization workforce received all the way down to enterprise. That is what our in-house workforce got here up with:

Melanie Spies and Marcel Riek, German Language Specialists:

The literal translation did not work in any respect in German, so we experimented fairly a bit. Our first concept, Aus Liebe zum Reisen (For the love of touring), was a no-go because it’s sadly utilized by a grocery store chain. We then modified it to Aus Liebe zum Entdecken, which means For the love of discovering. Our CEO, Johannes, liked it instantly, and it grew on us too. Now we predict it is a a lot better match than Reisen, since what we do is extra about discovering new locations and experiences than journey basically.

Loïc Bondroit, French Language Specialist:

Aimez où vous allez actually means love the place you are going. Though they’re usually a translator’s first instinctive draft, literal translations often lead to an unnatural, odd-sounding phrasing that’s shortly dropped. Within the case of love the place you are going French was an exception to the rule by a stroke of luck. Not solely did these phrases match properly collectively, the slogan was additional complemented by a nice assonance. Intentionez où vous allez sounds prefer it was deliberately phrased to rhyme. We needed to come round to it, however amongst all the opposite choices, this slogan positively stood out.

Diana Martín, Spanish language specialist:

The literal translation of the sentence didn’t work in Spanish. We now have a variety of verbs that want a transparent object, and with such a brief sentence with out additional context, “fall in love” or “love” are two of those verbs. Neither Ama donde vas nor Enamórate de donde vas sound pure in our language.

Enamórate de tus viajes actually means Fall in love along with your journeys. Nonetheless, we use the phrase viaje in Spanish for something associated to journey or journey. On this means, it captures the essence of each the course you’re going and the place you’re visiting. By utilizing it in plural, we underline the concept that we aren’t those organizing the journey, however slightly we’re those offering the instruments to assist prospects love the place they’re going each time. The literal translation of the verb love (amar) shouldn’t be used usually in Spanish from Spain, because it has a really slim which means. Fall in love, nevertheless, means we’re those making you like the place the place you’re going — due to our wonderful vary of actions and experiences.

Agnieszka Czerwonko, Polish language specialist:

I shortly got here up with one thing I favored: Zakochaj się w podróżach, which means Fall in love with touring. Nonetheless, after a brief investigation, I realized this slogan was already taken. So, the Polish model of Love the place you are going turned Odkrywaj świat z radością, or, Discover the world with pleasure. This will appear too far faraway from the unique, however localization isn’t about literal translation, it’s about choosing phrases that evoke the correct feelings and associations. Touring, exploring, and discovering new locations are related to optimistic feelings comparable to love and pleasure — in each the unique and the transcreated model.

Mette Thomsen, Edvina Fahlqvist, and Kristoffer Andersen, Danish, Swedish, and Norwegian language specialists respectively:

Scandinavian languages are intently tied collectively, so it made sense for us to work on the brand new tagline collectively. The direct translation didn’t work in any respect in our languages, so after sitting down collectively and discussing it completely, we landed on the equal of Love your subsequent journey. In all three languages we now have chosen the article rejse/resa/reise fastidiously, because it leans extra in the direction of a journey than in the direction of only a journey. We supposed to understand that no matter  a journey is for you, you’ll find it irresistible.

We additionally positioned an emphasis on the subsequent journey, which we predict corresponds nice with Love the place you are going — as in love the place you are going subsequent.

Eleonora Allegrini, freelance Italian language specialist:

Love the place you are going sounds nice and charming in English, however the literal Italian translation did not evoke all of the sentiment of the unique. To make it engaging to the Italian viewers, I modified each grammar and syntax in my model. Finally, I got here up with Innamorati dei tuoi viaggi, which suggests Fall in love along with your journeys/travels.

I wished our prospects to actually fall in love with their journey expertise, from the start of the reserving course of to the top of their journey. They’d not solely love the chosen vacation spot, however your complete expertise. Moreover, the phrase viaggi can imply journey, journey, and journey, suggesting a couple of which means. It might be both only one journey or vacation, and even the journey of a lifetime.

Fabio Luiz, Brazilian Portuguese language specialist:

For Portuguese, the transcreation got here fairly naturally; inside 15 minutes I used to be accomplished. It would not make any sense to actually translate Love the place you are going, so I changed the place you are going with your vacation spot. The Portuguese phrase for vacation spot additionally means future, including a double which means to the tagline. The ultimate model turned Ame seu destino: Love your future/vacation spot.

Iris Molenaar, Dutch language specialist:

In Dutch, the literal translation did not sound very pure both. Impressed by what the Scandinavians got here up with, I made a decision to go together with Je volgende reis is je beste, which suggests Your subsequent journey/journey is your greatest one. I felt it aligned properly with our purpose to present our prospects unbelievable experiences. It has this optimistic cost of “irrespective of how nice your earlier journeys have been, with us, your subsequent one might be even higher.” In different phrases: you may belief us along with your journey planning!

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