BUSINESS
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SNAPSHOTS
Text by AARON GRUNWALD
Photography by SVEN BECKER
"LET’S MAKE IT HAPPEN"
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WWW.DELANO.LU/ NATIONBRANDING16
L
uxembourg’s government has unveiled the country’s new visual identity. After launching a “nation branding” exercise two years ago, Francine Closener, the LSAP secretary of state for the economy, presented the “Luxembourg: Let’s make it happen” icon and tagline during a conference in October. The logo and slogan reflect the country’s values of openness, dynamism and reliability, she said. Indeed, a 3-minute video on Luxembourg’s values was premiered during the event; it will be promoted on social media in the coming months. The government also introduced inspiringluxembourg.lu, which groups together existing materials--such as brochures published by the LCTO, Luxembourg Chamber of Commerce, Luxembourg for Finance and other promotional outfits--in a single site. The initiative has a total 2016 budget of €970,000. Not all residents received the new campaign warmly. Chris Pesch commented on Twitter: “‘Luxembourg – Let’s make it happen.’ So has Luxembourg... not happened yet?”
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December 2016
LËTZ BRAND A. Francine Closener, the secretary of state for the economy, who was in charge of the nation branding initiative (on right), speaks with Mars Di Bartolomeo, Chamber of Deputies speaker (centre), and Marc Angel, the MP (on left), shortly before presenting Luxembourg’s new national logo and slogan B. The new “Luxembourg: Let’s make it happen” icon and tagline is seen for the first time on screen at the Rotondes in LuxembourgBonnevoie C. David Goldrake talks with Désirée Nosbusch D. Silvano Vidale of Vidale-Gloesener, and Miriam Rosner and Marc Binsfeld of Binsfeld, the two local communications agencies that worked on the campaign, speak with Désirée Nosbusch E. Sascha Ley F. Raoul Thill G. Charles Margue H. Jan Glas I. Linda Bos