Experience Grand Rapids wanted to expand its outreach for a family reunion planning seminar. The tourism organization collaborated with Vías to connect with the local Latino community. Their slogan, Cool City, Warm Reunions, required a transcreation strategy that would communicate the meaning of the event while differentiating itself for Spanish speaking families. Our copywriters at Vías quickly realized that the expressions cool and warm would literally translate as temperatures. Experience GR however, wanted to evoke feelings of approval and inclusion as their original slogan in English.
The solution Vías delivered was “Gran Ciudad, Reuniones Amables” (Great City, Loving Reunions in English). Our solution expressed feelings of family unity while giving a nod to the Gran in Grand Rapids. In addition to the transcreation of their slogan, Vías delivered media and print collateral services to augment Experience Grand Rapids’ marketing muscle to local Latino consumers. The results delivered measurable outcomes in connecting with requests from Latino and Spanish speaking stakeholders. It also helped grow the organization’s brand in a culturally relevant direction.
- Content Development