Prestige Network was originally approached in Q4 2020 with a view to providing a localisation service, primarily focused on Lyre’s social media brand awareness and promotional campaigns.
The service has now expanded to include the localisation of the Lyre’s European and Chinese.

Lyre’s have created a unique brand. Their brand messaging and promotions reflect the Australian origins of the company and contain many esoteric and sometime obscure references.

Conveying such creatively written messages is challenging, as is maintaining the Lyre’s style across all markets. We have achieved this through the creation of a dedicated account management and transcreation team.

Source content is subject to critical analysis and the more complex concepts are explained in detail to the team. Brand, style and ToV rules have been created to support the process.

Where a transcreator is unsure of the proposition, thenwe encourage their feedback and we work closely with the transcreators, re-working the messages where required to resonate with Lyre’s local target demographic.

Lyre’s conceived a roll-out strategy wherein they could create an initial footprint in each market at minimal outlay. Their strategy underlines why lateral thinking can deliver really excellent results.

Lyre’s adopted a dynamic website translation tool – delivering instant translation as the pages are served. It was understood from the start of the roll-out that the translations would not be perfect – indeed they could be quite poor. But it gave Lyre’s the means to evaluate each market very quickly.

Prestige Network was then engaged to start the process of reviewing and revising the dynamically translated content, retranslating where required or editing. With many tens of thousands of words in each language, this not a simple or quick exercise.

However, our ability to integrate our workflow management tools with the dynamic translation application used by Lyres has immediately improved throughput and helps manage cost