What is Transcreation?


Transcreation consists of the following three services:

1) Translation
1) (creation of a translation which is very close to the source text)

2) Copywriting
2) (linguistic and cultural adaptation of the translation = rewriting the translation)

3) Cultural Consultation
3) (consultation regarding the respective foreign market, target audience and target culture, the best solution, etc.)

Transcreation goes far beyond translation because various cultural elements of your target market need to be taken into account as well.

Your target-language text will be tailored to fit your intended audience in a foreign market.

Your transcreated text will have the same effect on your new audience as your source-language text has on the audience in your country.

The goal of transcreation is a) to spark your target readers’ interest in your brand, products, services, hotel, or in a particular travel destination and b) to encourage your target readers to buy your products or services, make a hotel reservation, make a travel booking, etc.

In order for your transcreator to be able to develop a compelling and persuasive target-language text for you, you will need to provide them with a detailed transcreative brief.


The following text types require transcreation:

Advertising and marketing texts ▪ Corporate brochures ▪ Headlines ▪ Hotel brochures ▪ Image brochures ▪ Newsletters ▪ Presentations ▪ Press releases ▪ Product or service brochures ▪ Slogans ▪ Social media content ▪ Taglines ▪ Travel brochures ▪ Web content ▪ …


Get in touch to discuss your English to German transcreation request with me.


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