The LuXembourg – Let’s Make It Happen initiative was launched ten years ago to bring the country's international promotion together under a single brand. On Monday, the government presented an assessment of the work carried out so far, along with its new action plan for the next four years.
The original aim of the campaign was to present Luxembourg as more than simply a financial centre, according to Economy Minister Lex Delles.
The network promoting the Luxembourg brand now includes more than 40 partners from public institutions, businesses, and organisations.
Following a series of consultations and an external evaluation, the government has given the initiative a positive assessment. Beryl Koltz, who is in charge of Luxembourg's nation-branding strategy, said the results showed that perceptions of the country abroad had improved.
"We have built a strong brand, and people increasingly identify with the Luxembourg brand and the values it represents", she said.
Koltz added that the community of organisations supporting the brand had also grown, become more professional, and aligned itself more closely with the overall strategy. The number of organisations operating within the brand architecture has increased by 200% since the previous action plan was launched in 2021, she said.
According to Delles, the purpose of nation branding was to show that Luxembourg was much more than a financial centre. The campaign sought to present the country as it truly was, through its people, places, products, and crafts, he stressed.
Delles said studies conducted in recent years suggested that Luxembourg was now perceived differently abroad and that the Let's Make It Happen identity had become well established.
"The nation-branding unit is far more than just a slogan or a logo", Delles said, explaining that its purpose was to showcase Luxembourg as a diverse country with many different facets.
Alongside the ten-year assessment, the government unveiled a new action plan running until 2030. The strategy will build on the experience gained over the past decade and continue promoting Luxembourg internationally.
Around €3 million has been allocated to its implementation. Among its priorities are attracting international talent and showcasing the country's quality of life.
Koltz said several long-term projects had also been developed to give the strategy a lasting impact. A new LuXembourg House is due to open at Konradseck in Luxembourg City later this year, while the initiative will also expand its presence at Luxembourg Airport, she said.
"The airport is a very important calling card for the country", Koltz noted.
To mark the initiative's tenth anniversary, a new campaign entitled "LuXembourg. 10 Years. 10 Letters" has also been launched.
Ten large letters spelling out the word "Luxembourg" have been placed at locations across the country. Each one represents a particular strength or characteristic associated with Luxembourg.
Until 22 September, members of the public can search for the letters, scan QR codes to discover the country interactively, and enter competitions to win prizes.
Organisers have already provided the first clue: one of the letters can be found near the Grand Ducal Palace and the Chamber of Deputies.
