Brand Image Promotion

Collective momentum lies at the heart of the nation branding initiative “LuXembourg – Let’s Make It Happen” (LMIH).

Launched on 10 October 2016, the country brand aims to bring together stakeholders involved in promoting Luxembourg around authentic and consistent communication in order to “make the values and faces of Luxembourg known and appreciated” around the world. Over the years, a broad network of ministries, institutions, promotional agencies, businesses and civil society stakeholders has mobilised around this shared ambition.

Nation branding is indeed based on a fundamental principle: a country’s image cannot be decreed; it is built collectively through a cross-disciplinary, neutral and long-term approach.

The initiative therefore seeks to bring stakeholders together, coordinate their actions and strengthen their impact, with each contributing to showcasing and enhancing Luxembourg’s image. In this context, “LuXembourg – Let’s Make It Happen” has the following mission, as set out in its Action Plan 2026–2030:

INSPIRE STAKEHOLDERS INVOLVED IN PROMOTION, SUPPORT THEIR ACTIONS AND ENSURE THE CONSISTENCY AND OVERALL IMPACT OF THE NATION BRAND.

Today, the Brand Image Unit operates from within the Ministry of the Economy. Coordinating the Committee LMIH, which currently comprises around twenty ministries and institutions such as Luxinnovation, Luxembourg for Finance (LFF), Luxembourg for Tourism (LFT), KulturLX, the Chamber of Commerce, the City of Luxembourg and the Maison du Grand-Duc, it develops numerous synergies among its members.

Contact: Brand Image Unit