Photo: Luxembourg for Business
Visit of the Hambourg Port
Visite du Port de Ham bourg
theless strong. At the sam e tim e, a collegiate trip next January w ill focus on the United Arab Emirates and Saudi Arabia. TOOLS TO IMPLEMENT 'Luxem bourg for Business’ does not create new structures nor replaces the departm ents already in place w ith in its m em bers, but the agency form al izes their cooperation, provides them w ith a d d i tional resources and incentives to innovate in their prom otional approach via a diversified discussion platform . W e put tools in place,' says Carole Tompers, 'to give visibility to the country.' A real seduction opera tion, w hich, stresses the Secretary General of the agency, ‘does not satisfy itself with raw tools but wants to create a spirit that makes these tools live. ' The first step has naturally been the definition of a graphic chart and recurrent visual elem ents. A work on the image th at requires a single and easy to identify logo, an image both symbolic and power ful: ants that, together, hold a large national flag. In the same spirit, ‘Luxembourg for Business' is w orking on 'read y-m ad e' m aterial, in terms of visual identity and content, for exam ple taking advertising space in targeted new spapers and in the brochures of exhibitions abroad. W e have to show our colours, but even more give substance to the presence of our delegations'. The first feedback is
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l'ag e nce travaille su r u n e diversification des capacités d ’exp o rtatio n s lu xem b o u rg eo ises, a u -d e là de m archés eu ro p ée n s trad itio n n e ls, p ou r « a tta q u e r» des m archés à c ro issa n c e é le v é e q u i g é n è re n t d e la v a le u r. Po u r l'in sta n t, les g ran d es d irectio n s so n t la R ussie, la C h ine, l'In d e ain si q u e les pays du Golfe a ra b iq u e . Les p ro ch ai « L E S P R E M I E R S BUTS S ON T AT TE IN T S, n es m is sio n s p ré v u e s v o n t d a n s ce se n s. A vec, m i-d é AVEC UN R A S S E M B L E M E N T ce m b re , u n re to u r su r la SOUS LE DRAP EAU , UNE IDENTITÉ C h in e , d é jà p lu s ie u r s fo is ciblée lors d es voyages o ffi G R A P H IQ U E P R O P R E ET LES ciels ou prospections éco n o m iq u e s récents, m ais d a n s P R E M I E R S PAS D ’ UNE G R A N D E d 'a u tr e s v ille s et ré g io n s R É F L E X I O N S U R LE C O N T E N U » . m o in s co n n u e s q u e Pékin ou S h a n g h a i, d o n t le potentiel é c o n o m iq u e et h u m a in est n é a n m o in s fo rt. D an s la fo u lé e , u n d é p la c e m e n t co llé g ia l, en ja n v ie r p ro ch ain , d e v rait s'a tta rd e r su r les Em irats A rabes U nis a in si q u e l’A rabie Saoudite. DES OUTILS A FAIRE VIVRE «Lu x em b o u rg for B u sin e ss» ne crée pas de nou velles structures, n e rem p lace pas les d ép artem en ts d éjà en p lace a u sein de ses m em b res, m ais l’agence form alise leur co op ération , leur d o n n e d es m oyens su p p lé m e n ta i res et les incite à in n o v er d an s leur ap p ro che p ro m o tio n n e lle via u n e p la te -fo rm e de discussio n d iversifiée. «Nous