viaLanguage.com -Press Release

viaLanguage helps marketers communicate targeted messages to multicultural audiences through packaged translation services

Combining cultural adaptation with existing offerings makes foreign language translations faster and more culturally accurate

Portland, Ore. – August 4, 2006 – viaLanguage, a leading language translation and localization agency, has just packaged cultural adaptation services with its technology-enhanced translation and project management services to better support marketers with multi-cultural and global communications objectives. This combined set of services will help ensure that the style and intent of carefully crafted campaign messages will be maintained across multiple languages and target audiences.

Cultural adaptation refers to the process in which native speakers analyze and tweak translations to ensure that messages are culturally sensitive and on target to meet specific communications objectives. Combined with viaLanguage’s online translation management system, translation memory (which stores client-specific translation data to save time and maintain accuracy for future projects) and the services of personal project managers, viaLanguage services are among the fastest, most accurate and cost-effective available for translating marketing materials into multiple languages.

This can be especially helpful for companies that need to meet mandates for communicating to immigrant communities, and in international communications. According to Chanin Ballance, CEO of viaLanguage, "to successfully reach these audiences, marketers must consistently embrace the cultural nuances that are so important in accurate translation. Whether it involves culturally-appropriate images for more traditional audiences or incorporating the latest jargon for edgy, youth-oriented marketing, successful communications depends upon a deep understanding of the consumer, even if they speak a different language and see the world in a slightly different way. Putting emphasis on cultural adaptation and adding it to the mix of cutting edge technology and personal service that we already offer will help marketers establish credibility and garner results regardless of the audience."

A relevant example of how nuance can make or break a marketing campaign comes from the action sports gear and accessories brand, DAKINE. Given its hip, youth-oriented customers, DAKINE had to deal with product descriptions such as the "nose-wipe thumb panel." ViaLanguage was able to advise on such potentially difficult terminology and recommend language with maximum appeal for DAKINE's demographics. In Germany, for instance, it was determined that the word "girl" has a hipper vibe than the actual translation for the word, "Mädchen."

PACCESS, a provider of packaging solutions for businesses who manufacture products overseas, has come to rely on viaLanguage to ensure that the packaging it creates appeals to consumers in a variety of countries. "It's imperative that translations maintain our customers' brand consistency and message," noted Rick Hawley, Director of Packaging Development for PACCESS. "Even a project that seems like a straightforward translation should have some level of cultural adaptation to ensure that it's hitting the mark. With the online language system, we also have all the information we need to track our projects. We get a fast turn-around and an up-to-date view of submitted translation jobs."

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About viaLanguage

viaLanguage is a leading provider of language translation and localization services. Through the combination of its proprietary Online Language System (OLS), expert linguists, integration capabilities and cultural adaptation services, viaLanguage offers marketers a comprehensive, affordable solution for developing multilingual ad campaigns, Web sites, packaging, collateral materials and other global communications. Since 2000, the company has earned a reputation for reliability, quality and professionalism with clients such as Wieden & Kennedy, Waggener Edstrom, Creative Media Development, BMW, DAKINE, Kinko's, Disney, Audi, Lowes and Wells Fargo. Corporate headquarters are located at 2828 SW Corbett, Portland, OR 97201. For more information: www.vialanguage.com

Contact: Dale Paulin
VP, Marketing
viaLanguage


	Press Release viaLanguage helps marketers communicate targeted messages to multicultural audiences through packaged translation services Combining cultural adaptation with existing offerings makes foreign language translations faster and more culturally accurate Portland, Ore. – August 4, 2006 – viaLanguage, a leading language translation and localization agency, has just packaged cultural adaptation services with its technology-enhanced translation and project management services to better support marketers with multi-cultural and global communications objectives. This combined set of services will help ensure that the style and intent of carefully crafted campaign messages will be maintained across multiple languages and target audiences. Cultural adaptation refers to the process in which native speakers analyze and tweak translations to ensure that messages are culturally sensitive and on target to meet specific communications objectives. Combined with viaLanguage’s online translation management system, translation memory (which stores client-specific translation data to save time and maintain accuracy for future projects) and the services of personal project managers, viaLanguage services are among the fastest, most accurate and cost-effective available for translating marketing materials into multiple languages. This can be especially helpful for companies that need to meet mandates for communicating to immigrant communities, and in international communications. According to Chanin Ballance, CEO of viaLanguage, "to successfully reach these audiences, marketers must consistently embrace the cultural nuances that are so important in accurate translation. Whether it involves culturally-appropriate images for more traditional audiences or incorporating the latest jargon for edgy, youth-oriented marketing, successful communications depends upon a deep understanding of the consumer, even if they speak a different language and see the world in a slightly different way. Putting emphasis on cultural adaptation and adding it to the mix of cutting edge technology and personal service that we already offer will help marketers establish credibility and garner results regardless of the audience." A relevant example of how nuance can make or break a marketing campaign comes from the action sports gear and accessories brand, DAKINE. Given its hip, youth-oriented customers, DAKINE had to deal with product descriptions such as the "nose-wipe thumb panel." ViaLanguage was able to advise on such potentially difficult terminology and recommend language with maximum appeal for DAKINE's demographics. In Germany, for instance, it was determined that the word "girl" has a hipper vibe than the actual translation for the word, "Mädchen." PACCESS, a provider of packaging solutions for businesses who manufacture products overseas, has come to rely on viaLanguage to ensure that the packaging it creates appeals to consumers in a variety of countries. "It's imperative that translations maintain our customers' brand consistency and message," noted Rick Hawley, Director of Packaging Development for PACCESS. "Even a project that seems like a straightforward translation should have some level of cultural adaptation to ensure that it's hitting the mark. With the online language system, we also have all the information we need to track our projects. We get a fast turn-around and an up-to-date view of submitted translation jobs." # # # About viaLanguage viaLanguage is a leading provider of language translation and localization services. Through the combination of its proprietary Online Language System (OLS), expert linguists, integration capabilities and cultural adaptation services, viaLanguage offers marketers a comprehensive, affordable solution for developing multilingual ad campaigns, Web sites, packaging, collateral materials and other global communications. Since 2000, the company has earned a reputation for reliability, quality and professionalism with clients such as Wieden & Kennedy, Waggener Edstrom, Creative Media Development, BMW, DAKINE, Kinko's, Disney, Audi, Lowes and Wells Fargo. Corporate headquarters are located at 2828 SW Corbett, Portland, OR 97201. For more information: www.vialanguage.com Contact: Dale Paulin VP, Marketing viaLanguage