IMEX Group is a UK-based company specialising in worldwide exhibitions for the meetings, incentive, conference and exhibitions industry. With two annual exhibitions, IMEX in Frankfurt in spring and IMEX America in autumn, the company provides a space where meeting planners and event organisers can keep up to date with the latest industry trends, make connections with the right people and be inspired to create even better events, meetings and experiences.
Last year, IMEX Group rebranded and relaunched their exhibition websites, and they wanted to provide a German language site that captured the language, style and messaging of the English IMEX in Frankfurt site. They weren’t looking for a complete duplication, more for an accurate but nuanced interpretation to suit the German market. There were essentially three aspects to this project:
Translation: After an initial briefing and a review of IMEX’s brand guidelines and messaging tool kit, our experienced in-house team translated the web copy provided by the client. As with all our projects, this included a separate proofreading step by a second translator.
Review: We then reviewed and, where necessary, shortened copy provided by IMEX’s exhibition partners to ensure the descriptions of the different events and presentations would fit on the website and to ensure the tone of voice remained cohesive across the website, despite so many different contributors.
Implementation: Finally, we implemented the German translations on the Drupal platform on which the website is hosted. This turned out to be a real time-saver because if a text was too long and threw out the page aesthetics, we could simply shorten or amend the translation right there and then, without lengthy review cycles between the web team and the translation team.
The event websites are such crucial tools for IMEX’s exhibitions – they have to look good, read well and simply work. We are proud that we have been able to support IMEX in getting the German version of their IMEX Frankfurt website just right.
If you would like to discuss website translation for your business, please get in touch – we’d be thrilled to hear from you.
AJT’s support in producing a German website that we’re really proud of has been invaluable. Fast and accurate they interpreted our brief brilliantly, and their ability to use Drupal has been a great time-saving bonus.
Senior Publications and Website Manager, IMEX Group
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