FF transcreation agency FF creative translation agency FF tone of voice agency FF copywriting agency

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The lobby of a CitizenM hotel

Helping citizenM conquer the hotel world

Dutch hotel chain citizenM has broken the rules of the hospitality industry by providing ‘affordable luxury for the people’. Forget bellboys and trouser presses. citizenM invests in the things guests actually want: great WiFi, swish in-room entertainment systems, workspaces you can really work in.

And if their offering is a break from the norm, so is their tone of voice. While traditional high-end travel services and hotels use stuffy ‘luxury’ language, citizenM’s writing is direct, human, and above all, funny (audible gasp). Plus, it’s everywhere – from posters to  pillowcases, citizenM never miss a chance to put witty words in unexpected places.

As citizenM’s long-term transcreation partner, franklyfluent takes care of all of their adaptation needs: websites, digital ads, B2B marketing materials, and – yes – pillowcases, across nine markets and counting. That’s a lot of words, and we handle every single one with care. With humour so specific to different regions, it takes attention and skill to write lines that can get guests in all 22 of citizenM’s global hotels smiling.

Want to give customers the same warm welcome in a new language? We can help.

This case study is about: advertising transcreation, b2c, chinese, dutch, french, german, hospitality, spanish, transcreation, travel, website transcreation