Case Study - Austal - Chamber of Commerce and Industry

We were delighted with the final
brochure translations and the
attention to detail provided by CCI.
Paul Sparke, Marketing Manager, Austal
CCI’s translation service
helps Austal sail through
NAVDEX 2015 tradeshow
At the recent ‘NAVDEX 2015’ International Defence
Exhibition and Conference in Abu Dhabi, UAE,
Austal presented a range of new product brochures
in both English and Arabic – to support the
company’s marketing activities at the event and help
non-English speaking delegates quickly grasp the key
benefits of their world class ships.
According to Mr Paul Sparke, Marketing Manager for
Austal who engaged CCI to provide the translations,
part of the show’s success can be attributed to being
able to provide brochures in Arabic that captured
“the carefully crafted pitch and tone of our English
language brochures”.
CCI provided an experienced and accredited
translator for the job. Text from three brochures was
provided by Austal in separate word documents.
The text was then translated and arranged with
the English on the left side of the page and the
corresponding Arabic text on the right allowing
Austal’s graphic designers, with no knowledge of
Arabic, to correctly place the text into the brochures.
Once the text was placed, CCI’s translator reviewed
the final product for any errors and to ensure the
placement followed a smooth conversational tone
in Arabic.
“We were delighted with the final brochure
translations and the attention to detail provided
by CCI”, said Mr Sparke. “A challenge CCI helped us
overcome was the placement of the Arabic text which
runs right to left on the page, compared to English
which runs left to right”.
“Also, we had to get our graphics package installed
with Arabic text and we were able to speak directly
with the translator for technical tips to fast track the
final brochures, in order to meet our deadline”.
Marketing professionals spend a lot of time carefully
crafting the sales pitch and technical descriptions for
brochures, advertising copy, business cards, websites
and manuals.
To capture and communicate the sales pitch and
tone of the work in a foreign language requires a
translator with business and technical experience
which is something that cannot be achieved by
machine translation.
CCI provides accredited translation services
in 20 languages with technical support for
correct placement into websites, brochures,
advertising, manuals and business cards.
Contact [email protected] or call 9365 7620
for a free quotation.
Chamber of Commerce and Industry of Western Australia (Inc)