Case Study: Virgin Atlantic achieves culturally tailored global messaging with Creative Translation

Virgin builds a global translation toolkit across 9 markets with Creative Translation

Creative Translation worked with Virgin Atlantic to address the challenge of adapting the airline's brand communications, which are rooted in British wit and understatement, for diverse global markets including the Gulf, France, Italy, Germany, Spain, Portugal, India, China, and Japan. The goal was to retain the brand's core identity while ensuring it resonated culturally and avoided any ambiguity.

The solution from Creative Translation involved using native-speaking copywriters who deeply understood the brand's British essence to craft culturally sympathetic content. They created a series of frequent-flyer emails and developed a comprehensive toolkit of translation guidelines in close collaboration with Virgin Atlantic's digital PR agency. This approach ensured the campaign's global reach felt local and authentic.

Virgin