Planning and staffing an event is no simple task.

With arranging staff, making sure everyone knows what they’re doing, coordinating different activities and keeping schedule, adding another language to an event can seem like a daunting task.

So how do you plan and prepare for a multilingual event?

1. Start by Identifying your Needs

You will need to identify your events specific language requirements. An obvious starting point here is the location of your event, there’s no point taking Spanish-speaking staff to an event in Germany. Your safest option will be staff that have English and an additional language in their repertoire. Consider creating a bilingual website and/or registration forms. Are you taking your event across several countries? Make sure you have staff that will cover all languages you will come in contact with. A well-delivered multilingual event will always drive more value and ROI than a monolingual event.

2. Think Beyond the Spoken Word

Spoken word isn’t the only way to break the language barrier. Make the most of visual content, gamification or types of hands-on activities. Have event attendees participate in the local traditions, values, cuisine, and music. Suggest staff utilise stickers or pin badges displaying the languages they speak to make things easier for attendees. The more that event planners realise that multilingual events are as much about experience as they are about words, the better results you get.

3. Research Agencies

Once you know your linguistic needs, start researching event staffing agencies whose talent pool includes bilingual and multilingual staff. Look at their past events and how they’ve overcome potential language barriers and read up on testimonials and reviews for an idea of their client satisfaction rate. Inquire about their recruitment process and how they assess the language proficiency of the staff they use.

What are some other aspects to consider?

• NEVER rely on Google Translate or other similar apps, using a native speaker or someone fluent in the language to add a deeper level of familiarity and connection. A native speaker will also have an understanding of the cultural nuances of the target language. If you’re looking for translation of promotional materials, use a professional translation services company.
• Offer simultaneous interpretation for presentations.
• Include subtitles in additional languages on videos.
• Provide cross-cultural training to staff.
• Remember to budget for interpreters, audio engineers and equipment.

Coalition Case Study: The Grand Journey

The Grand Journey was an Award Winning European Immersive Dining & Theatre Experience that ran across Europe from October 2016 to August 2017.

Coalition supported Wasserman, the agency creating and delivering this experiential campaign, with creative and talent. Coalition wrote, cast, and directed the show. The show was consistent and worked across border and cultures working with local talent in each region. Casting spanned across Antwerp, Berlin, London, Madrid, Barcelona, and Amsterdam.

On the back of The Grand Journey 1.0, Coalition were hired to create a one man show for smaller events in Europe. The character of The Master Distiller was created to gather the 10 botanicals from all over the world. A bilingual (Italian & English) actor was cast to perform this role at live events in Milan, Turin, and Naples.

Following the success of The Grand Journey 1.0, Coalition were then tasked with creating a new venture, this time focusing on the artistry of food. This tour travelled across London, Madrid, Hamburg, and Amsterdam in 2017.

To learn more about Coalition’s work on The Grand Journey click here.

In Conclusion

Conducting multilingual events can be challenging, but it is an effective way to bring people together from around the world. Hosting live and experiential events can be a critical component of a business’s success in today’s world.