Messages

Objective

To reinforce positive perceptions, to overcome preconceived ideas or simply to have someone discover Luxembourg for the first time, let's get to know it in more depth, giving pride of place to its authenticity, its three-dimensionality, its history, its heritage, its values and therefore to the actions and people who embody them.

Vision

Our vision highlights what Luxembourg, beyond its own interests, can bring to the world.

Values

What we are…

Through a broad participatory process that took place between 2014 and 2015, a reflection on Luxembourg's assets allowed us to sketch out the qualities of our country - which have become our reference values. They can be summarised in three words : dynamic, open and reliable.

Dynamic

Throughout its history, Luxembourg has constantly reinvented itself. From an agricultural country, it became an industrial power, then a services society. Today, it is committed to future sectors such as research, digital technologies and the space sector. It shows the same dynamism in culture, creative industries, solidarity economy initiatives as well as in the circular economy.

©LMIH/Frank Muno

Open

Openness to the outside world is a key element of the Luxembourg society model. Luxembourg has always been committed to a united and open Europe, characterised by tolerance and solidarity. Development cooperation is one of the pillars of its foreign policy. As a cosmopolitan crossroads in the center of Europe, Luxembourg is an international meeting place, a real melting pot of nationalities, cultures and languages.

©Alfonso Salgueiro

Reliable

Luxembourg is a player you can count on: an economically and politically stable country, a serene environment, a great place to live. This is reflected in the quality of public infrastructure, the health and social security system and the environmental heritage. This stability is reflected in the mentality of its citizens. They take care of their traditions, cultivate consensus and favor solutions that are sustainable.

©LCTO

These three reference values constitute the very essence of our country, personalised by the figure of the ally and which is in line with the previously stated vision of the committed player on the international scene, the strong partner in sustainable growth and the facilitator of innovative ideas that can contribute to a better world.

Priorities

What we want

On the basis of these reference values - what we are - three priority themes - what we want - were defined in 2021 in order to affirm to the world the path that Luxembourg wishes to take and the resources in which, in a cross-sectoral manner, it is committed to invest in the years to come.
Based directly on the reference values, there are three of them.
They are creativity, diversity and sustainability.

Based on the value " dynamic ", creativity illustrates, firstly, the dynamic development of the economy and society, the rise of new sectors such as research and innovation and, secondly, Luxembourg's ability to constantly reinvent itself.
Moreover, creativity includes an important sector that represents a real potential for the promotion of Luxembourg abroad, that of culture and creative industries.

©LMIH/Sabino Parente

Based on the value " open ", diversity is found in two characteristic aspects of Luxembourg's development. Firstly, the economic and financial aspect through the diversification of its business sectors, services and products.
Secondly, the diversity of the population, the notion of living together, social cohesion and the principle of inclusion aiming to link the individual with others and to contribute to guaranteeing equal opportunities and rights, regardless of ethnic origin, cultural or religious affiliation, social status, age, sexual orientation, health or disability.

©Pit Reding

Based on the value " reliable " sustainability is the core priority of Luxembourg.

It applies across all sectors, from cooperation to finance to defense. It also reflects our country's commitment to contribute in a concrete way to the achievement of the 17 sustainable development goals established by the 193 member states of the United Nations and included in the 2030 Agenda.

©LMIH/Alfonso Salgueiro

Discover here a list of list of little extras to make your communication more creative, more inclusive and more sustainable, like the Luxembourg you are promoting.

Narrative

How to tell our story?

Conceived as a presentation that links all the actors in the promotion of Luxembourg while leaving each one enough space to fit in with its own sectoral specificities, the narrative allows us to tell the story of Luxembourg in the light of its values and its priorities.
As a link between yesterday and tomorrow, it is rooted in our culture and history, and offers to connect the different characteristics of our identity while allowing us to express our vision of the future.
It is therefore also directly based on our three priorities:

The need for an authentic positioning, the importance of soft factors such as connectivity, languages, schools, activities, etc., that the country offers, the imprint of history on the development of our identity, and the major societal and environmental issues of today have pushed us to draw this narrative from the origins and history of the Luxembourg population. However, what has always characterised Luxembourg is its relationship with the land…

In relation to our three identified priorities, the grower's mindset implies that Luxembourg is a land that facilitates :

Similarly, this narrative can be used in a modular way, with one module focusing on the past, another on the present and a third on the future, depending on the needs defined by the sectors. As an indication, here are some aspects that can be developed according to the desired time focus:

Discover through a series of examples how the narrative of Luxembourg, land of culture(s) can be used in your activity sector.

Expressions

Closely illustrating the "grower's mindset ", the verb "to grow" allows for variations covering the entire spectrum of arguments in the different sectors of the promotion of Luxembourg.

It should be emphasised that this is still a matter of reasoned and sustainable growth, in accordance with the precepts developed in the OBJECTIVE chapter.

Slogans

The grower's mindset: is a non-exhaustive list of slogans designed as suggested headlines, sub-headlines and catchphrases for your promotional material for Luxembourg.

ENGLISH

FRENCH

Want to inquire about the use or exclusivity of one of these slogans? 
Please contact us.