Hardish Virk
Client Background
Freelance marketing consultant, Hardish Virk has been leading on marketing, PR and audience development campaigns for arts and cultural organisations and artists for nearly 30 years including the audience development work on Andrew Lloyd Webber’s production, Bombay Dreams.
We were approached to translate promotional material into several Indian languages for various theatre productions to support the aims of audience development.
Challenge
Hardish Virk wanted to translate a newsletter in 7 different Indian languages in order to make it more personal and inclusive when engaging with diverse Indian communities. It was important to maintain the creative language that was used to capture the essence of the story behind the play. The aim was to build trust and cultural connections through language and art.
Objective
To promote the play, ‘A Midsummer Night’s Dream’ also known as the ‘Indian Dream’ which completed successful tours in India and the UK.
Five Star Steps
1) We analyse the documentation in order to select the most appropriate translators with the most relevant terminology for the role.
2) During the translation process Five Star proofed the materials in order to maintain its relevance and meaning.
3) We worked closely with the graphic designer so that the format placement of the text was maintained.
4) Once the designer completed the proof in the new language, Tamil. Five Star then re-proofed to guarantee the clients high level of accuracy.
5) Having a dedicated project manager for quality and attention to detail meant a successful delivery for all.
My work for nearly thirty years has revolved around access to the arts taking into consideration the needs of communities. The most successful way of engaging communities is personalising communications. Translation has been integral to ensuring messages are accessible in a language personal to the community of people I want to reach. I commissioned Five Star Languages to translate newsletters promoting different shows. The company was accessible, sensitive and professional in liaising with me and delivering exactly what I needed. The newsletter became an essential marketing tool in engaging new audiences and an important element of the marketing mix.
