Luxembourg's Nation Branding strategy was outlined on Wednesday evening during a presentation to circa 300 people at the Grand Theatre in Luxembourg-Limpertsberg, following a period of research, consensus and collaboration.
Luxembourg's Secretary of State, Francine Closener, opened the event and explained that it would clarify exactly where the strategy of creating an image for the country is at. Since the start in March 2013, the initiative has grown. She stressed that Nation Branding is not an answer to LuxLeaks and is not part of crisis communication, but is meant on a more positive level. She said Nation Branding is to do not only with attracting business to Luxembourg but also tourism. She also emphasised that often one has to take some time to explain Luxembourg, but this should now be easier courtesy of the Nation Branding initiative.
She explained that for Luxembourg there are specific issues; we want to be authentic, with people coming to live here - residents, cross-border workers and visitors. The main three issues that came out of the preparation phase include reliability, dynanism and openess.
Implementation
The Luxembourg state and municipalities will need to take the lead, with some more open than others. A pilot project will be starting with Luxembourg for Tourism and the Ministry of Economy, with others including sport and culture to follow. These will involve a creative challenge at the visual level, including a website with access to all resources. Celebrities who are known abroad will be encouraged to adopt the strategy; a pop-up store will be created on the basis of the Luxembourg House, to travel where and when necessary. She concluded by stressing the the process of implementation is continual.
Creathon
The project of implementation, Creathon, is a small stage in the overall process involving the visual identity. Multi-disciplinary teams will be involved in a "marathon of creativity" on 4 & 5 March 2016 in different places across Luxembourg city. The aim of the Creathon will be to determine the direction in which to proceed in the future. Around 40 participants will be involved, under a working group committee, representing people from various disciplines and different age groups. Forther information is available on www.luxembourg.lu and from email: info@creathon.lu, with registration until 12 February.
Round-Table
A round-table involving seven panellists and one moderator - Christiane Kremer, journalist - then addressed various issues related to Nation Branding in Luxembourg: Sasha Baillie, president of the NAtion Branding committee and the Ministry of Economy; Patrick Ernzer, Chambre de Commerce; Marc Feider, Allen & Overy; Anna Loporcaro, Ambassador of Design for Europe; Donato Rotunno, film producer from Tarantula Luxembourg; Diego Velazquez, journalist; Christiane Wickler, Pall Center owner.
The discussion focussed on various issues, including emotions (Tour de France, etc.). Luxembourg is not top of communications, we are shy and we should not hide emotions. The issue of LuxLeaks is difficult to get out of people's minds. A vision is needed, particularly in the cultural field; creativity is good, but it needs to be professionalised. To counteract LuxLeaks, achievements such as winning an Oscar should be promoted; we can only control what is controllable. The example was given of Germany recovering within two generations from a country that took "murder on an industrial level" in starting two world wars, to turning around to becoming an industrial giant with a strong economy. Sasha Baillie stressed that we must identify our strong points and use them to promote Luxembourg abroad. Another issue is to convey szch positive images within schools at an educational level. As well as focusing on promoting our strengths we should also work on our weaknesses.
Another issue that was raised was the result of last year's referendum in which a significant percentage of voters did not want to open eligibility to voting to non-nationals. There are many socio-economic problems in Luxembourg but we cannot wait to solve them all before finalising the Nation Branding strategy.
What has been produced to date is a sketch, a skeleton, which should be filled in with content. What is at stake is huge for this tiny microcosm, with the three values hugely important in the promotion of the country to the outside world.
Photos by Geoff Thompson
