Interpreting for Burberry’s Employee Perfume Launch

With the help of our simultaneous and consecutive interpreters, Burberry Middle East hosted its employee perfume launch training on the 23^rd and 24^th of May, 2017. The training conference took place at the Four Seasons Hotel in DIFC, Dubai. The intra-company event featured a variety of team-member led speeches, presentations and group discussions. Around 35 Burberry regional and country managers from across the Middle East were in attendance to learn more about the new fragrance line, Burberry Bespoke. This new line is a collection of seven, limited distribution, unisex fragrances.

Burberry Middle East held the training conference to introduce and familiarize its regional and country managers with the new product. The fragrance is only being sold in the stores of eight countries, including the United Arab Emirates and Kuwait. Thus the launch of the product very much depended on the regional managers in this region. To help Burberry facilitate their important introduction, we provided two simultaneous interpreters for presentations and live group discussions, and one consecutive interpreter for introductory speeches. Our interpreters translated videos and other promotional marketing materials in real-time as well. We carefully selected our interpreters based on their relevant experience and knowledge of the fashion industry.  Their experience working for other brands like Sephora, allowed for a more natural and fluid live translation.

We also provided Burberry with our full conference equipment, including our soundproof booth, microphone and infrared earphones. The interpreters in the booth translated each speech and presentation from English to Arabic. The accurate and emotive translation was then relayed to the audience via portable headsets. All of the technology ran smoothly, but our skilled technician remained present throughout the entire two-day conference in case any technical difficulties arose.

For international companies, it can sometimes be difficult to effectively communicate companywide messages across various branches. It can be even more difficult to know if the sent message has the desired meaning and is fully understood. We, the LangPros team, are happy to have helped Burberry introduce their new fragrance line to their employees and to have given them the confidence that their message was fully transmitted and received.