Since its inception in 1990, Pegasus Airlines has been a trailblazer in Turkey’s aviation industry. Initially operating as a charter airline with two planes, the company has grown into a major player in low-cost air travel, offering high-frequency, short- to medium-haul flights. With the youngest fleet in Turkey, averaging just over five years in age, Pegasus now serves 92 destinations across 37 countries.
To support its ambitious global expansion plans, Pegasus partnered with LanguageLine to ensure its online and after-sales content was accessible to a multilingual audience.
Over a six-year collaboration, LanguageLine helped Pegasus scale from operating in one language to nine, providing seamless and high-quality localization services that fueled the airline's international growth.
The Challenge: Overcoming Language and Cultural Barriers
Pegasus aimed to expand its international presence, but achieving this ambitious goal required addressing complex language and cultural challenges.
At the heart of the issue was the Turkish source language of Pegasus’ content, which needed to be carefully localized to resonate with diverse global audiences. This task demanded a translation process that not only preserved the linguistic nuances of Turkish but also ensured that marketing messages were adapted effectively to align with the cultural expectations and preferences of each target market.
Adding to the complexity, Pegasus operated in a fast-paced environment characterized by frequent product launches and updates. Meeting these tight deadlines required an agile localization approach that could deliver high-quality translations within short timeframes, ensuring that Pegasus could maintain its operational rhythm without delays.
Moreover, the airline's brand relied heavily on clear, emotionally engaging marketing messages. Translations needed to maintain the persuasive tone and brand consistency across multiple languages, ensuring that Pegasus’ identity and value proposition were as impactful to international customers as they were to its Turkish audience. Overcoming these challenges was crucial for Pegasus to establish itself as a global leader in affordable air travel.
The Solution: A Tailored Localization Strategy
LanguageLine Solutions began working with Pegasus to implement a streamlined and efficient localization system that addressed their unique needs. The process included:
- Dedicated Translation Team: A core team of linguists specialized in Turkish-English translation was established to ensure consistent quality. From English, content was then translated into eight additional languages: German, Russian, Dutch, French, Danish, Italian, Spanish, and Swedish. This approach reduced costs and improved efficiency compared to direct translations from Turkish to each target language.
- Customized Workflow and Tools: LanguageLine deployed a robust dashboard system to manage Pegasus’ translation requests efficiently. This platform enabled Pegasus to monitor progress, provide feedback, and ensure that deadlines were consistently met.
- 24/7 Service Availability: Given Pegasus' tight launch schedules, LanguageLine provided round-the-clock support to ensure swift delivery of translations.
- Enhanced Security Measures: Intellectual property security was a top priority for Pegasus Airlines. LanguageLine’s secure systems ensured that sensitive materials remained protected throughout the translation process, safeguarding Pegasus’ brand and reputation.
The Result: Brand Consistency Across Languages
Through a close and productive partnership, LanguageLine played a pivotal role in helping Pegasus achieve remarkable milestones in its global expansion journey.
One of the most significant accomplishments was the preservation of brand consistency across multiple languages.
By maintaining a dedicated pool of linguists and implementing a robust terminology management system, LanguageLine ensured that Pegasus’ marketing messages remained clear, cohesive, and culturally relevant across all regions. This consistency was vital in providing a seamless and uniform experience for Pegasus customers, regardless of their language or location.
As Pegasus pursued international expansion, LanguageLine’s scalable localization solutions proved instrumental. What began as translations for five languages grew to encompass nine, allowing Pegasus to extend its reach across Europe and other global markets. This growth was managed without compromising quality, enabling Pegasus to confidently expand its customer base and establish itself as a trusted airline brand in diverse regions.
The collaboration also contributed to Pegasus’ industry recognition, including receiving prestigious awards for innovative PR campaigns. These accolades not only highlighted the importance of effective localization in enhancing brand communication but also underscored Pegasus’ commitment to connecting with its international audience on a meaningful level.
Why It Worked: Key Factors in Success
- Customized Approach: LanguageLine’s tailored system ensured Pegasus’ specific needs were met efficiently.
- Cost Efficiency: The pivot strategy from Turkish to English and other languages saved time and resources while maintaining quality.
- Cultural Adaptation: By ensuring that localized translations resonated with diverse audiences, LanguageLine helped Pegasus build stronger connections with international customers.
- Agility: Tight deadlines were met consistently, enabling Pegasus to maintain its fast-paced operations.
What the Client Said
“Working with LanguageLine Solutions has allowed us to focus on our core task of expanding across Europe without having to worry about whether the localization aspect has been managed properly. With LanguageLine Solutions, we can always keep to our content schedules and know that the content will be properly and consistently translated.”
— Emre Güney, Senior Digital Marketing Specialist, Pegasus Airlines
Let’s Talk Solutions
The fruitful collaboration between Pegasus and LanguageLine underscores the transformative power of effective localization. With a multilingual platform in place, Pegasus is well-positioned to continue expanding its reach and delivering exceptional travel experiences to customers worldwide.
If your travel or hospitality organization is ready to overcome language barriers and reach new markets, LanguageLine can help. Contact us at 1-800-878-8523 or email Translation@languageline.com to discover how our world-class localization services can support your growth.
