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Red Bull
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The Red Bulletin motor racing magazine


Project
RED BULL publishes a daily sports magazine during Grand Prix races, which is distributed in the paddock and in the stands at the racetrack. The magazine is produced on a mobile editing platform.

This year, for the Grand Prix at the Monza racetrack, The Red Bulletin appeared in an Italian version. RED BULL chose Agostini Associati for its translation services and La Gazzetta dello Sport, Italy’s biggest daily newspaper, as its publishing partner.
Challenge
The Red Bulletin needed to translate its articles into Italian. All translations had to meet the following requirements:

QUALITY:
the translated articles had to read fluently and feature a creative style, and had to be in an appropriate journalistic register.

TIGHT DEADLINES:
the RED BULL journalists wrote their articles over the course of the race day and then needed translations in real time, to allow time for page layout, proofreading and printing.

ON-SITE TRANSLATORS:
translators were needed to be available at the Monza racetrack itself to translate, proofread and provide language support.

TERMINOLOGICAL CONSISTENCY:
the language and terminology used had to be uniform in all the Italian issues published.

MULTIPLE  HEADLINE/SPACING  PROPOSALS: every headline had to have several alternatives to provide the RED BULL editors with multiple layout options.
Solutions
Agostini Associati supplied the following to RED BULL:

ON-SITE JOURNALISM TRANSLATION:
native speaker translators with several years’ experience in translating journalism were on-site at the Monza racetrack  to better interact with the Red Bulletin editing team at every stage of the project – translation, language support, and proofreading

  PROJECT MANAGEMENT:
services were available, including outside office hours and during the weekend language and terminology used had to be uniform in all the Italian issues published.

MULTIPLE HEADLINE/SPACING PROPOSALS:
every headline had to have several alternatives to provide the RED BULL editors with multiple layout options.

Results
RED BULL rated Agostini Associati’s translation and localisation of the motor racing journalism in The Red Bulletin:

V QUALITY of TRANSLATION: “excellent”

V RESPECT for DEADLINES: “good, even under pressure!”

V READINESS OF TRANSLATION TEAM AND PROJECT MANAGER: “high”

V RESULTS for The Red Bulletin: “heightened appreciation from the target readership”

V OVERALL EVALUATION OF THE SERVICE: 8/10

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