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Ensuring a consistent global message for the relaunch of ireland.com across ten core markets

Tourism Ireland case study: Creating a scalable localization approach

Ensuring a consistent global message for the relaunch of ireland.com across ten core markets

Creating a scalable localization approach for Tourism Ireland

The challenge

Tourism is one of the most important sectors for Ireland; in 2019, the island of Ireland welcomed 11.3 million overseas visitors. Tourism Ireland is the agency responsible for marketing the island overseas as a compelling holiday destination.

One of Tourism Ireland’s principal objectives is to increase tourism to the island of Ireland, with its ireland.com website being a key marketing channel offering prospective visitors great content (in local languages).

A significant redesign of ireland.com took place during 2020. In relaunching the site, the challenge was to ensure a consistent tone and message in ten core languages in a scalable way, while meeting Tourism Ireland’s ambitious timelines (each language version had its own ‘go live’ date between November 2020 and January 2021).

“We’ve now got a formalised brand structure and a standardised workflow that helps us manage the scale of the content and the number of contributors.

The new ireland.com site has a consistent tone and message across all of our languages and we believe it offers a great experience for our visitors.”

Hilary McClarence
Editor, Ireland.com

The challenge

Tourism is one of the most important sectors for Ireland; in 2019, the island of Ireland welcomed 11.3 million overseas visitors. Tourism Ireland is the agency responsible for marketing the island overseas as a compelling holiday destination.

One of Tourism Ireland’s principal objectives is to increase tourism to the island of Ireland, with its Ireland.com website being a key marketing channel offering prospective visitors great content (in local languages).

A significant redesign of Ireland.com took place during 2020. In relaunching the site, the challenge was to ensure a consistent tone and message in ten core languages in a scalable way, while meeting Tourism Ireland’s ambitious timelines (each language version had its own ‘go live’ date between November 2020 and January 2021).

“We’ve now got a formalised brand structure and a standardised workflow that helps us manage the scale of the content and the number of contributors.

The new ireland.com website has a consistent tone and message across all of our languages and we believe it offers a great experience for our visitors.”

Hilary McClarence
Editor, Ireland.com

Working together

Lingo24 has been Tourism Ireland’s localization partner since 2017, delivering all creative and ad copy for its non-English markets, while working alongside its content creation agency.

We began working on the ireland.com relaunch programme in September 2020, localizing and delivering all the content for the new version of the website in time for the launch in each language, by the end of January 2021.

Working together

Lingo24 has been Tourism Ireland’s localization partner since 2017, delivering all creative and ad copy for its non-English markets, while working alongside its content creation agency.

We began working on the Ireland.com relaunch programme in September 2020, localizing and delivering all the content for the new version of the website in time for the launch in each language, by the end of January 2021.

Creating a scalable localization process for success

As there was a large volume of new web content to translate, extensive planning was required. The first step was to create a standard and scalable process to handle the translations, which were split across 340+ projects, with more than 300 files for translation.

The translations were split across 340+ projects, with more than 300 files for translation.

Creating a scalable localization process for success

As there was a large volume of new web content to translate, extensive planning was required. The first step was to create a standard and scalable process to handle the translations, which were split across 340+ projects, with more than 300 files for translation.

The translations were split across 340+ projects, with more than 300 files for translation.

A standard approach to ensure consistency at scale

Using a mix of different terminology across a website to describe the same things can affect consistency and lead to a jarring, confusing experience for visitors.

Much of that consistency depends on how the original source content is prepared, prior to when it is actually translated – a step that takes place downstream in the localization process. This includes how your content is written, where it’s held and how it’s managed.

To ensure consistency of the content, we implemented a formalised brand structure, tone and terminology for Tourism Ireland and established a shared environment for the teams to collaborate on the content.

A standard approach to ensure consistency at scale

Using a mix of different terminology across your website to describe the same things can affect consistency and lead to a jarring, confusing experience for visitors.

Much of that consistency depends on how your original source content is prepared, prior to when it is actually translated – a step that takes place downstream in the localization process. This includes how your content is written, where it’s held and how it’s managed.

To ensure consistency of the content, we implemented a formalised brand structure, tone and terminology for Tourism Ireland and established a shared environment for the teams to collaborate on the content.

This approach has delivered the consistency Tourism Ireland needed, while establishing a more structured workflow to handle the scale and speed, and included:

  • Building and maintaining language assets for Tourism Ireland – style guides, glossaries and translation memory are the foundations for enforcing a consistent tone and terminology across all the languages. Clear brand guidelines were also created.
  • Educating content authors – running workshops for all of the content teams about authoring and preparing source content for localization including writing with a defined style and consistent use of terms to maximise the potential for contextual matches in the Translation Memory we created for Tourism Ireland.
  • Creating a shared space for the content – Using Tourism Ireland’s Basecamp platform, different threads could be created for different projects and languages, so all the key stakeholders could collaborate on the content and have visibility of relevant changes. Queries could also be shared and handled quickly with the local teams.

This approach has delivered the consistency Tourism Ireland needed, while establishing a more structured workflow to handle the scale and speed, and included:

  • Building and maintaining language assets for Tourism Ireland – style guides, glossaries and translation memory are the foundations for enforcing a consistent tone and terminology across all the languages. Clear brand guidelines were also created.
  • Educating content authors – running workshops for all of the content teams about authoring and preparing source content for localization including writing with a defined style and consistent use of terms to maximise the potential for contextual matches in the Translation Memory we created for Tourism Ireland.
  • Creating a shared space for the content – Using Tourism Ireland’s Basecamp platform, different threads could be created for different projects and languages, so all the key stakeholders could collaborate on the content and have visibility of relevant changes. Queries could also be shared and handled quickly with the local teams.

What3words Lingo24 video quoteThe ireland.com website is one of the key channels we use at Tourism Ireland to promote the island of Ireland overseas to prospective visitors. The content on the site needs to be engaging, and the quality and consistency have to be right in the languages of our target markets.

Lingo24 has been working with Tourism Ireland as our localization partner for four years. In that time they’ve set up a localization process for our particular needs.

We’ve now got a formalised brand structure and a standardised workflow that helps us manage the scale of the content and the number of contributors who work collaboratively on that content. The new website has a consistent tone and message across all of our languages and we believe it offers a great experience for our visitors.

Hilary McClarence
Editor,
Ireland.com

What3words Lingo24 video quoteThe ireland.com website is one of the key channels we use at Tourism Ireland to promote the island of Ireland overseas to prospective visitors. The content on the site needs to be engaging, and the quality and consistency have to be right in the languages of our target markets.

Lingo24 has been working with Tourism Ireland as our localization partner for four years. In that time they’ve set up a localization process for our particular needs.

We’ve now got a formalised brand structure and a standardised workflow that helps us manage the scale of the content and the number of contributors who work collaboratively on that content. The new website has a consistent tone and message across all of our languages and we believe it offers a great experience for our visitors.

Hilary McClarence
Editor
Ireland.com

Faster and cheaper: Neural MT Alignment

To ensure greater consistency across the website, the next step was to align the old site content to the new formalised brand structure.

Rather than spend extra time and money re-translating this content from scratch, Lingo24’s tech teams undertook a Neural Machine Translation (NMT) alignment and clean-up exercise for Tourism Ireland’s five primary languages.

Faster and cheaper: Neural MT Alignment

To ensure greater consistency across the website, the next step was to align the old site content to the new formalised brand structure.

Rather than spend extra time and money re-translating this content from scratch, Lingo24’s tech teams undertook a Neural Machine Translation (NMT) alignment and clean-up exercise for Tourism Ireland’s five primary languages.

Creating a new Translation Memory with Neural Alignment

We began by creating a new Translation Memory (TM) for Tourism Ireland, which acts as a bank of previously approved translations against which to compare their content, making the translation process faster and easier. In addition to the style guides and glossaries, the TM is a key language asset that helps enforce consistency across all of Tourism Ireland’s languages.

We adapted our advanced neural techniques and machine learning for the alignment process for Tourism Ireland, ensuring that around 80% of the content was correctly aligned.

We adapted our advanced neural techniques and machine learning for the alignment process for Tourism Ireland, ensuring that around 80% of the content was correctly aligned.

Creating a new Translation Memory with Neural Alignment

We began by creating a new Translation Memory (TM) for Tourism Ireland, which acts as a bank of previously approved translations against which to compare their content, making the translation process faster and easier. In addition to the style guides and glossaries, the TM is a key language asset that helps enforce consistency across all of Tourism Ireland’s languages.

We adapted our advanced neural techniques and machine learning for the alignment process for Tourism Ireland, ensuring that around 80% of the content was correctly aligned.

We adapted our advanced neural techniques and machine learning for the alignment process for Tourism Ireland, ensuring that around 80% of the content was correctly aligned.

Human Linguistic Review

The next step was to undertake a linguistic review of all of the website content, bringing in humans at the right point to ensure quality.

All of the content from the Ireland.com site (including old content) was then exported into the CAT tool reviewing interface of the Lingo24 Translation Management Platform. We can now scan Tourism Ireland’s content for good matches against the segments in the TM, removing the need to retranslate any existing segments of content.

The linguist reviewers were able to use the newly approved matches within the TM to update ireland.com, using Tourism Ireland’s preferred terminology and style across the site. At the end of this launch programme, the final content was saved within Tourism Ireland’s Translation Memory for re-use in later projects.

As the linguists had a base from which to start, the process was much faster and more efficient than re-translating the existing content, while delivering significant cost savings in parallel.

Human Linguistic Review

The next step was to undertake a linguistic review of all of the website content, bringing in humans at the right point to ensure quality.

All of the content from the Ireland.com site (including old content) was then exported into the CAT tool reviewing interface of the Lingo24 Translation Management System (TMS). We can now scan Tourism Ireland’s content for good matches against the segments in the TM, removing the need to retranslate any existing segments of content.

The linguist reviewers were able to use the newly approved matches within the TM to update Ireland.com, using Tourism Ireland’s preferred terminology and style across the site. At the end of this launch programme, the final content was saved within Tourism Ireland’s Translation Memory for re-use in later projects.

As the linguists had a base from which to start, the process was much faster and more efficient than re-translating the existing content, while delivering significant cost savings in parallel.

Custom automated ordering for speed and scale

As there were so many languages and projects with over 300 files for translation, each with different language combinations, we set up custom automated ordering for Tourism Ireland that integrates our platform directly with its content platform, Sitecore.

The high volume of requests for translation, coming from multiple different content teams, is now handled automatically, ensuring a fast, intuitive and error-free ordering process for Tourism Ireland.

As there were so many languages and projects with over 300 files for translation, we set up custom automated ordering for Tourism Ireland that integrates our platform directly with its content platform, Sitecore.

Custom automated ordering for speed and scale

As there were so many languages and projects with over 300 files for translation, each with different language combinations, we set up custom automated ordering for Tourism Ireland that integrates our platform directly with its content platform, Sitecore.

The high volume of requests for translation, coming from multiple different content teams, is now handled automatically, ensuring a fast, intuitive and error-free ordering process for Tourism Ireland.

As there were so many languages and projects with over 300 files for translation, we set up custom automated ordering for Tourism Ireland that integrates our platform directly with its content platform, Sitecore.

Benefits and impact

The new ireland.com site was launched on time in Tourism Ireland’s ten core languages (with each language having its own ‘go live’ date). It is already enabling Tourism Ireland to offer great new multilingual content to potential visitors. Key benefits include:

Improved website CX

Tourism Ireland’s brand terminology and tone of voice are now replicated consistently across all of its languages

Faster time to market

Structured workflow means Tourism Ireland’s web content can be localized and launched much faster

Scalable approach

Makes it much easier to handle more content and languages, as more content is delivered via its website

Cost savings

As a result of investing in a Neural Machine Translation alignment and clean-up

Benefits and impact

The new Ireland.com website was launched on time in Tourism Ireland’s ten core languages (with each language having its own ‘go live’ date). It is already enabling Tourism Ireland to offer great new multilingual content to potential visitors.

Some key benefits include:

  • Improved customer website experience – Tourism Ireland’s brand terminology and tone of voice are now replicated consistently across all of Tourism Ireland’s languages
  • Faster time to market – structured workflow means Tourism Ireland’s web content can be localized and launched much faster
  • Scalable approach – makes it much easier to handle more content and languages, as more content is delivered via its website
  • Cost savings – as a result of investing in a Neural Machine Translation alignment and clean-up.
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