Lyle Bailie International is an award-winning advertising agency specialising in hard-hitting road-safety campaigns. Based in Belfast, the agency’s CEO, David Lyle, has received wide spread recognition for his working including the award of an OBE in the Queen’s Birthday Honours List in June 2011 for Services to Road Safety.
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As a coveted industry commentator, David was asked to present on the subject of road safety advertising at an event in Bucharest. With just two days to go, Bubbles Translation Services was given an urgent brief to translate narrative and slogans from an advertising campaign into Romanian so it could be recorded as a voiceover.
Advertising translations are critical for businesses attempting to effectively target international markets. However, with a myriad of cultural differences between the UK and Romania a literal translation of the advertising campaign wasn’t appropriate.
It was therefore essential for Lyle Bailie to use translators who had a deep understanding of the target culture so that any metaphors and figures of speech could be suitably adapted and understood by the local audience. Furthermore, in order to meet the production deadline, Lyle Bailie needed the translation within five hours.
Since Bubbles has teams of dedicated translators in countries across the world, they were able to get professional Romanian translators started on the work immediately. With an in-depth cultural understanding, the team was able to translate the advertising material in just two hours.
Lyle Bailie were delighted with the quality of service provided, especially the quick turnaround of the translation that enabled them to record the voiceover in plenty of time before the presentation. The client remarked that the work was ‘superb,’ adding: “What a fast turnaround; I’m very impressed.”