Localization Strategy for NEOM, a Global Digital Country in Saudi Arabia
Solutions
Consulting and Analysis
Implementation
Validation
Partners
NEOM is a new economic and technological area promoted by the Kingdom of Saudi Arabia. The proposal aims to create an economic alternative to oil dependency, by promoting new ways of wealth such as technology, modern infrastructure, luxury tourism, and renewable energy.
Challenge
NEOM‘s communication strategy utilises the website and social media as primary channels to inform investors about its technological and infrastructural advancements.
Digital content creation is carried out through various international marketing firms, resulting in isolated creative processes that hinder the simultaneous launch of multilingual campaigns.
All communication among the different marketing and content creation stakeholders lacks systematisation and is conducted simply via email.
Solutions
After the analysis and categorisation of all content creation sources, we designed a localisation strategy based on process automation and the integration of the main Content Management Systems with translations provider’s translation management technology.
- Design and implementation of a website multilingual localization strategy
- Video and social media localisation
- Marketing campaigns localisation
- Selection of a translation provider through RFP
- Localisation project communication centralisation in ASANA
- Continuous translation enable by a customised connection with Adobe Experience Management
Outcome
Thanks to the centralisation of project communication and the implementation of translation technology, NEOM’s campaigns are launched simultaneously in English and the six official languages: Arabic, French, German, Japanese, simplified Chinese, and Russian.
The localisation process designed and implemented is fully automated and scalable to any number of languages. We successfully eliminated the use of email across the different localisation stakeholders.
Foto: neom.com
