SDL (LSE: SDL) today announced that Brand USA, the destination marketing organization for the United States, has selected SDL’s Language solutions, a core part of the SDL Customer Experience Cloud, to bolster customer experience through translation and multilingual marketing. In an effort to bring greater quality and consistency to their global content and marketing, Brand USA is centralizing the translation and localization work for their global agency partners with SDL.

As an organization created to promote the United States as a premier travel destination, it is essential for Brand USA to communicate not only why people should visit the country, but also the important facts around policies and procedures when doing so. With such a broad target audience of consumers across the globe, language and translation are vital to proper communications of Brand USA’s business.

“At Brand USA, we need to reach people all over the world and encourage them to come explore the many diverse travel experiences throughout the United States,” said Mark Lapidus, Director of Digital at Brand USA. “Essential to our mission is to communicate to international travelers in their native language, to convey our brand message and tone with maximum emotional impact. By consolidating our language technology under SDL, we’ve not only increased our output and efficiency, we’ve also improved the quality and consistency of content.”

Partnering with SDL, Brand USA relies on SDL Language Cloud to centralize and automate the translation workflow initiated by numerous agency partners. This has eliminated inefficiencies and decreased translation project turn-around time. SDL Language Cloud uses translation memory to reuse past translations to ensure words and phrases are consistently translated the same way, project after project, to deliver a more consistent brand message.

Additionally, Brand USA benefits from SDL’s translation services for 11 languages, SEO, video localization and transcreation, ensuring the very highest possible quality of the local language marketing content. SDL’s technology is being seamlessly integrated into Brand USA’s existing marketing technology stack. Following the technology implementation, Brand USA was able to translate 370,000 words into nine languages in the first three months since implementation, while benefiting from translation memory leverage and consistency across departments and multiple ad agencies.

“Travelers depend on information in their native language to navigate their experience, both in planning and at their destination,” said Dominic Kinnon, President – Global Customer Experience Solutions, SDL. “Our integrated language solutions cover the entire translation ecosystem – from content creator, to localizer, to translator. By managing its translation in the cloud, Brand USA has been able to provide a centralized solution to multiple stakeholders throughout their agency organizations. This allows them to automate and streamline the process from start to finish and provide a superior experience to travelers. We look forward to our continued partnership with Brand USA as they elevate their global brand to travelers across the globe, clearly and consistently.”

To learn more about SDL’s work with Brand USA and other travel and hospitality clients, please visit http://www.sdl.com/cxc/language/travel/ and read our blog here.

About Brand USA

Brand USA, the destination marketing organization for the United States, was established by the Travel Promotion Act to spearhead the nation's first global marketing effort to promote the United States as a premier travel destination and to communicate U.S. entry/exit policies and procedures to worldwide travelers. Formed as the Corporation for Travel Promotion in 2010, the public-private entity began operations in May 2011 and does business as Brand USA. With a mission of increasing international visitation to the United States, Brand USA works in close partnership with the travel industry to maximize the economic and social benefits of travel. These benefits include creating jobs essential to the economy and fostering understanding between people and cultures. Brand USA’s activities are funded at no cost to U.S. taxpayers through a combination of private-sector investment and matching funds collected by the U.S. Government from international visitors who come to the U.S. under the Visa Waiver Program. Through its call-to-action—Visit the USA—Brand USA inspires travelers to explore the United States of America’s boundless possibilities.

About SDL

SDL (LSE: SDL) is the leader in global customer experience. With a completely integrated cloud solution for content management, analytics, language and documentation, SDL solves the complexity of managing your brand’s digital footprint as it grows across multiple languages, cultures, websites, devices and channels. Seventy-nine of the top 100 global companies trust SDL to help them create authentic, in-context customer experiences that drive demand and loyalty. SDL brings your brand to the world, and the world to your brand. Learn more at SDL.com. Follow SDL on Facebook and Twitter.