In recent years, Metamorfose has established an excellent reputation among organisations in the field of city marketing. Comprising both private and public parties, this sector is experiencing rapid development, buoyed by economic growth and globalisation. Government bodies and institutions have ample funds at their disposal, increasing their opportunities to pursue their mission – and to advertise that among their target groups.
City marketing is booming. Municipalities are eager to highlight their strengths, sights, museums and other cultural or academic institutions and are doing so with ever more professional means. They are revamping and revitalising their websites, developing apps and staging campaigns. And they are increasingly aware of the need to use effective language in all these efforts.
Dutch government bodies and institutions have come to realise that assigning responsibility for their international webpages to an internal employee ‘who studied English’ is not necessarily the best course of action. If city marketing is to be truly effective, city managers should adopt a systematic approach with support from professionals. Websites, brochures, campaigns and other promotional material should be accessible, informative, readable and impeccable. In addition to English, they should be available in other important languages such as German, French and Spanish. The more ambitious authorities should even consider Chinese and Japanese.
Metamorfose has become a significant player in the cultural sector, providing professional translation and editing services to private and public players at the municipal, provincial and national levels. For example, on behalf of Stichting Utrecht City Marketing we meet the language needs of a wide range of parties in the Utrecht region – from Utrecht University’s Botanical Gardens to the city’s Catharijneconvent Museum. In addition, we provide regular translation services to organisations of international renown, including UNESCO and the Amsterdam Rijksmuseum.