MatanieXP
Transcreation for a Territorial Marketing Campaign
Overview
Transcreation of a 5,000-word website for MatanieXP, forming part of a territorial marketing campaign designed to attract businesses, talent and investment to the Matanie region.
The website serves as a key component of the campaign, communicating the region’s identity, opportunities and value proposition to an international audience. The campaign was also featured in industry media, highlighting its role in promoting the region.
The challenge
This project required more than a direct translation.
The content was highly strategic and marketing-driven, designed to attract and engage multiple audiences, including businesses, skilled workers and prospective residents. The tone needed to reflect the region’s identity while resonating naturally with English-speaking audiences.
The website combined persuasive messaging with practical information about living, working and investing in the region, requiring a careful balance between tone, clarity and accessibility.
In addition, the project involved:
- adapting key messaging into natural, impactful English
- ensuring consistency across a large volume of content
- integrating SEO considerations, including keywords and metadata for each page
- working within specific branding constraints linked to the campaign identity
My approach
I approached this as a transcreation project, focusing on conveying the intent, tone and impact of the original content so that it would resonate naturally with English-speaking audiences.
- Adapting tone and messaging
The English version was crafted to reflect the brand’s voice and positioning, while ensuring the content felt natural and engaging. - Audience-focused adaptation
The content was adapted to speak to both:- businesses and professionals considering relocation or investment
- individuals seeking a new lifestyle and environment
- Working within brand constraints
The project involved integrating specific linguistic and branding requirements, including the use of “XP”-based wording (e.g. explore, expand, experience) to reinforce the campaign’s identity. - Balancing storytelling and clarity
I maintained the persuasive tone of the original while ensuring the content remained clear, structured and effective for web users. - Example of transcreation
tout un monde pour créer le vôtre → a whole world to make your own
The result
The final English version delivers a clear, engaging and cohesive brand voice across the website, combining emotional appeal with practical information tailored to an international audience.
The translation supports the campaign’s positioning by presenting the region in a way that is both compelling and accessible to potential businesses, talent and investors.
Key takeaway
This project illustrates how transcreation can transform a website into a compelling communication tool aligned with its strategic objectives and audience.
Client feedback
“I had the pleasure of working with Lydia on a major territorial marketing campaign for La Matanie. One of her strengths, which she leverages in this project, is being able to capture the very essence of a text and make it just as inspiring and powerful in English. Lydia is an excellent translator, but I appreciated her expertise and talent for transcreation. A competent resource with whom it is a pleasure to collaborate.”