Nation Branding

Public conference on Nation Branding, on 27 January 2016

After thinking about it, it's time for action

11-nationbrandingWhat would be a strong image for an open, dynamic, reliable country? That's the question being asked at the moment as part of the nation branding process launched in 2014 by the Ministry of Foreign and European Affairs and the Ministry of the Economy, accompanied by the Nation Branding Committee. The Nation Branding Committee invites members of the public to a conference at 6.30 p.m. on 27 January 2016 at Luxembourg City's Grand Théâtre, at which the plan for implementing the nation branding strategy will be presented.

A process involving the whole country

The Grand Duchy is a country rich in history and stories; it is open and welcoming to foreigners, and enjoys exemplary political, social and economic stability; it has its own culinary and cultural heritage. And since 2014 it has been working on a process to create a 'Luxembourg' brand which will in future define the Grand Duchy's image abroad. Further to a participatory process launched in October 2014, everyone living or working in the Grand Duchy has been involved in drawing up a profile of the country, along with the key players in the sectors of the economy, finance, culture, tourism and the civil society in general.

The Grand Duchy's profile is defined by three values.

As presented in July 2015 by Secretary of State for the Economy Francine Closener, the Grand Duchy's profile features three main differentiating characteristics:

  • reliability, characterised mainly by political stability, security, quality of life and solid infrastructures;
  • dynamism, manifest above all in the country's adaptability in its transition from an agrarian country, to a steel industry hub, to a financial centre of international importance;
  • openness, as reflected by multiculturalism, the large proportion of foreigners in the resident population, and multilingualism.

Now it's time for action!

The aim of this public conference on 27 January 2016 is to present the initial measures envisaged as part of the nation branding process. It will be introduced by Secretary of State for the Economy Francine Closener, and followed by a general discussion on the question: 'Is nation branding just a marketing exercise ?'

The list of participants in the discussion promises a lively, critical and interesting debate:

  • Sasha Baillie, chair of the Nation Branding Committee;
  • Patrick Ernzer, Director of Communication and Media at the Chamber of Commerce;
  • Marc Feider, senior partner, Allen & Overy;
  • Anna Loporcaro, ambassador of Design for Europe;
  • Donato Rotunno, director/producer and founder of Tarantula Luxembourg;
  • Diego Velazquez, journalist, Brussels correspondent for the Luxemburger Wort;
  • Christiane Wickler, CEO of Pall Center.

The discussion will be moderated by Christiane Kremer, journalist at RTL Radio Lëtzebuerg; it will be held in Luxembourgish. Translation into French and English will be provided.

(Source: Ministry of Foreign and European Affairs and Ministry of the Economy / editorial team of the portal '')
  • Updated 30-09-2016