Going further together with Luxembourg

(CS) What is the brand Luxembourg? This has been the question of a nation branding process lauched last year, with the first official results presented Thursday seeing the country described as reliable, dynamic and open, as well as a partner and builder of bridges.

Economy State Secretary Francine Closener presented a summary of the nation branding process findings to MPs on Thursday.

The paper developed by the ministry in cooperation with several actors, brings together results from surveys, workshops and an online portal where members of the public were able to have their say about what Luxembourg means to them. The aim of the process was to involve Luxembourg nationals, foreign residents but also cross-border workers in a representative manner.

Three core values were identified to describe the Grand Duchy – reliability, dynamism and openness.

Not only the fortresses represent the solid foundations of Luxembourg, the report reads, but its membership of the EU, the Council of Europe, NATO, the OECD and the UN shows how the country is anchored in the international community.

Luxembourg is rooted in tradition, but not bogged down by them, with the dynamic nature of the country cited as a second key characteristic. This refers both to the Grand Duchy's economic transformation, that is still ongoing and now includes new sectors such as ICT, but also the changing landscape and population.

Luxembourg is open to new ideas and innovation, as well as people from different cultures and countries, the nation branding report goes on to say.

An ally and builder of bridges

Based on these values, experts have selected the image of the ally or partner to describe the Grand Duchy, placing cooperation, alliances and community at its core. Luxembourg is a builder of bridges – an expression frequently used by the country's politicians recently – and will help its partners go further together.

The latter phrase has been chosen as the brand message, but should not be regarded as a slogan, the summary document said.

In the branding process Luxembourg wants to involve its partners, making them part of the country's new role and identity. Located at the heart of Europe and in the context of the country's small size, Luxembourg has always emphasised the need for cooperation, not least on a political level. It appears that these messages are now officially being carried forward.

The nation branding committee will continue its work using the parameters set out so far to develop key messages and adapt them to different sectors, working with relevant actors in the field. Access the full document in French on gouvernement.lu