Promotion of the brand image

The issue of promoting the country abroad is a debate that began in the 90s when people first felt the need for a coordinated campaign to enhance Luxembourg's image and use a structured approach in order to promote the Grand Duchy.

In view of the multitude of stakeholders involved in promoting Luxembourg abroad, it is important to produce tools that make it possible to ensure the messages conveyed are consistent and in line with Luxembourg's positioning in the international arena.

Furthermore, the nation branding initiative consists of making an impact on the general perception of Luxembourg throughout the world, to strengthen its citizens' sense of belonging and to develop their sense of responsibility with regard to the way the country is portrayed.

2013 saw the establishment of the Brand Image Promotion Unit within the Ministry of Foreign and European Affairs, steered by an inter-ministerial and inter-institutional committee.

Since 2016, the initiative has developed under the name Luxembourg - Let's make it happen (LMIH) through a broad consultation of citizens and professionals. This participatory approach is the cornerstone of its modus operandi and the guarantee of its success.

Indeed, to guarantee the consistency of Luxembourg's promotional discourse, LMIH must bring together all the stakeholders involved in promotion.

"Inspiring, connecting all players and promoting Luxembourg abroad, in order to bring Luxembourg to the world and the world to Luxembourg."

That is the mission of the Brand Image Promotion Unit. This is the result of the working group of Committee members, which was organised on 17 December 2019, whereas the Brand Image Promotion Strategy was adopted by the Government Council on 2 June 2021.

Today, the Unit operates out of the Ministry of the Economy. By coordinating the Committee for Luxembourg's Brand Image Promotion, which is currently made up of around twenty ministries and institutions such as Luxinnovation, Luxembourg for Finance (LFF) and Luxembourg for Tourism (LFT), KulturLX, the Chamber of Commerce, the City of Luxembourg or the Maison du Grand-Duc, it develops a number of synergies among its members.

The Unit therefore functions primarily as a facilitator between the actors involved in promotion. It advises them, establishes links between them and makes it possible for them to devise cross-disciplinary concepts together. It also enables them to develop the promotional tools they have at their disposal so that they can use them within the context of their sectoral promotional activities (adapting them to their own requirements where necessary).

Contact: Promotion of the brand image