Luxembourg develops brand … Luxembourg, Further Together

28 January 2016


In 2014 the Luxembourg Gouvernment launched a Nation Branding project aiming at building awareness and reputation, enhancing its attractiveness and increasing its influence within Luxembourg.

The interministerial and interinstitutional Nation Branding project committee’s mission was to develop for the country a genuine brand. This mission was executed in collaboration with different actors of the state and the general public through a participative process. NSPA also had a voice in this process with Mrs Astrid Henrionnet from the NSPA Public Affairs Office participating in the workshops organized last year.

At a recent round table meeting, Mrs Francine Closener, Secretary of State of the Economy, presented the next steps in this process and elaborated “Luxembourg is a country we all know, and you probably know people around you who have a wrong picture of what this nation is and what its assets are. Many residents of Luxembourg communicate in a variety of distinctive ways, often without coherence between messages which negatively impacts a strong and attractive brand for the country as a whole”, she explained.

Luxembourg’s strengths were identified - reliable, dynamic and open country - and its perceived position as an archetypical ally contribute to a win/win situation for Luxembourg. These elements all contributed to the development of the brand:  Luxembourg, further together.

The Nation branding committee has also launched a Creathon (kind of creativity marathon) to develop branding symbols, such as a logo or a slogan. The event will take place on March 4th and 5th, 2016. “This Nation Branding project has already come a long way and it now needs creative minds to give Luxembourg’s brand a visual look” explained Mrs Henrionnet.