BACKGROUND

The idea of promoting the Grand Duchy abroad goes back to the 1990s. With globalisation, it had become increasingly clear that the country needed coordinated action in order to nurture its image and structure its promotion.

An initial structure was set up in the early 2000s at the Ministry of Foreign Affairs, bringing together a number of key players in promoting the Grand Duchy abroad. A visual identity for promoting the country was developed in 2004, providing an initial framework for the various initiatives. 

The Nation Branding Committee set up in March 2013 sets out and implements strategies for promoting the country’s brand image. The committee is coordinated by a small team at the Ministry of Foreign and European Affairs and chaired by a representative of the Ministry of the Economy; its members represent about fifteen ministries and institutions. Its action is one of the Government’s priorities. It is henceforth known as Coordination Committee Inspiring Luxembourg.

"The promotion of the Grand Duchy as a place that welcomes foreign investment, as an exporting country, and as a tourist, cultural and commercial destination will be based on the implementation of a concept of ‘nation branding’. Positive values carried by the image of the Grand Duchy will be set forth and applied by the various actors and in official media campaigns, for which the Government will make available the necessary resources."

Extract from the Government agreement of December 2013

OBJECTIVES

The aim of the nation branding process launched in 2013 is to make the Grand Duchy better known and to enhance its economic, cultural, tourist and political reputation throughout the world.

To make the Grand Duchy stand out from other countries and to render it more attractive to talents, to tourists, for trade, to investors and businesses, it must convey an image that is built upon the coherence of its messages, as well as on communication that is genuine, credible and convincing, based on the country’s strengths and its actions.

The clear definition of what constitutes the country’s "personality" and its strengths has been a prerequisite to the communication tools set up to promote the Grand Duchy. This has been done in a participatory manner, an approach that constitutes the key factor behind the approach initiated by the Government in 2013.

PARTICIPATORY APPROACH

The first objective was to define, together with all the actors, which key features of the Grand Duchy’s "personality" it should be highlighted abroad, thereby responding to the challenge set out by the Government to promote the Grand Duchy as a country that welcomes foreign investment and as an exporting country, as well as a tourist, cultural, and commercial destination.

A collective and collaborative process was launched and carried out (2014 -2015); this gradual crystallisation led to a common denominator to which both public- and private-sector stakeholders adhered to.

On the basis of surveys, individual interviews, discussion groups and debates, and thanks to direct contributions from the general public via an online platform, the Grand Duchy’s reference values gradually appeared. It became possible to distinguish the country’s strong points; these were reflected not only by three fundamental values – reliability, dynamism and openness to others – but also through the personality of the ally, which corresponds to the Grand Duchy’s nature:

  • openness to build relationships and create alliances;
  • reliability, allowing these relationships to grow in full confidence;
  • and thanks to its dynamism, the third main feature of its personality, the Grand Duchy offers new horizons to those who engage with it. This partnership takes them further than they would have been able to go on their own.

The same participatory approach was taken to develop the Grand Duchy’s new visual identity. At a co-creation weekend which took place in March 2016, a "Creathon on the Grand Duchy’s identity" brought together not only artists, illustrators, designers and filmmakers, but also historians, sociologists, IT specialists, communicators and committed citizens. The purpose of the event was to translate into images and symbols the three values selected for the Grand Duchy’s profile. Each participant brought his or her own particular point of view to the exploration, be it social, artistic or historic. It was this joint thinking that gave birth to the first leads which have formed the basis to the Grand Duchy’s new visual identity.

AT A GLANCE

Quote

"The promotion of the Grand Duchy as a place that welcomes foreign investment, as an exporting country and as a tourist, cultural and commercial destination will be based on the implementation of a concept of 'nation branding'. Positive values carried by the image of the Grand Duchy will be set forth and applied by the various actors and in official media campaigns, for which the Government will make available the necessary resources." (Extract from the Government agreement of December 2013)

Goals

  • Support the country’s international relations (political, economic, cultural and commercial);
  • Attract investors, professionals and visitors;
  • Ensure coherent engagement with other countries.

Process 

  • First phase: What’s the message? What’s the content?
    Defining the values and the country’s profile. Then, developing the core messages through a process involving all sectors of society including Luxembourgers and foreigners, both resident and non-resident.
    (January 2014 to June 2015)
  • Second phase: How do we create the strategy?
    Develop the key areas of focus. Craft first messages to be communicated. 
    (September 2015 to July 2016)
  • Third Phase: Promotion
    Roll out wider activities to amplify the messages supporting the strategy
    (Since January 2016)

Stakeholders

An inter-ministerial and inter-institutional coordination committee for promoting the image of the Grand Duchy of Luxembourg in other countries – initially entitled the Nation Branding Committee – was set up in March 2013.

The Committee, which sets out and implements strategies for promoting the Grand Duchy’s image, adopted a participatory approach from the outset, involving all of society’s stakeholders.

The Inspiring Luxembourg Committee

Coordinated and chaired by a small team at the Ministry of Foreign and European Affairs the Committee, henceforth known as Coordination Committee Inspiring Luxembourg, is comprised of representatives from about 15 ministries, agencies and other bodies: