Dive Brief:
- During the World Cup, One Hour Translation will have 200 translators on-call to respond to tweeted queries for real-time translations into Brazilian Portuguese.
- The translation service could not only benefit fans looking to travel to the country, but also brands who want to reach a global audience and need to bypass the struggles of language.
- According to One Hour Translation CEO Ofer Shoshan, tourism-related translation requests for Brazilian Portuguese — like hotel rooms, travel arrangements, etc. — have risen 52% in the past six months.
Dive Insight:
The insights that One Hour Translation has — what languages are making up various types of inquiries in a specific location, for instance — could provide valuable data for brands to market to travelers in real time. A partnership with such a service could also provide valuable feedback on global campaigns that could potentially be lost in translation. Real-time translation services have some exciting potential for brands.
