Let's Make It Happen

Ten years ago, Luxembourg launched a campaign called "LuXembourg, Let's Make It Happen." The goal, according to Economy Minister Lex Delles, was to present the country as more than a financial centre. It sought to show Luxembourg as it truly was, through its people, places, products, and crafts.[1]

On Monday, the government presented its assessment. Beryl Koltz, who leads the nation-branding strategy, said perceptions of Luxembourg abroad had improved. The community of partner organisations has grown by 200% since the previous action plan launched in 2021. More than 40 public institutions, businesses, and organisations now operate under the brand umbrella.[2]

The new action plan runs through 2030. Around €3 million has been allocated. Priorities include attracting international talent and showcasing quality of life. A new LuXembourg House will open at Konradseck in Luxembourg City later this year, and the initiative will expand its presence at the airport, which Koltz described as "a very important calling card for the country."[3]

To mark the tenth anniversary, a campaign called "LuXembourg. 10 Years. 10 Letters" has launched. Ten large letters spelling out the word "Luxembourg" have been placed at locations across the country. Each represents a particular strength or characteristic. Until 22 September, the public can search for the letters, scan QR codes, and enter competitions. The first clue: one letter can be found near the Grand Ducal Palace and the Chamber of Deputies.[4]

Nation branding is a peculiar discipline. It sits at the intersection of marketing, diplomacy, and self-image. A country is not a product. It cannot be relaunched. It cannot change its packaging. What it can do is decide which stories to tell about itself, and which to leave out. Luxembourg's challenge has always been that the first story anyone associates with it is money. The Grand Duchy is a financial centre, a fund jurisdiction, a place where multinational companies set up their European headquarters for tax reasons that are perfectly legal and diplomatically unmentionable.[5]

The "Let's Make It Happen" campaign tried to add depth to that image. The slogan itself is interesting. It does not describe Luxembourg. It describes what Luxembourg does, or at least what it wants to be seen as doing. Making things happen. The grammar is imperative. The subject is implicit: you, we, they. It is a call to action, not a statement of being. Whether that has changed how people see the country is harder to measure than the government's assessment suggests.

The €3 million budget through 2030 is modest by international standards. For comparison, the "Incredible India" campaign ran on roughly €15 million per year. "100% Pure New Zealand" has had a annual tourism marketing budget in the tens of millions. But Luxembourg is not trying to attract tourists in the same way. It is trying to attract skilled workers, and it is trying to retain a reputation that does not collapse into a single word: banks.[6]

The ten letters hidden across the country are the most human part of the strategy. They turn a branding exercise into a treasure hunt. They give people a reason to visit places they might otherwise drive past. They are, in a sense, a very small thing. But they are also the part that might actually work. A slogan on a billboard at an airport is forgettable. A giant letter hidden near a palace is a story someone will tell.