Luxembourg today launched the campaign 'SurprisingLux: Look closer for opportunities beyond borders', designed to highlight success stories and little-known facets of the country's economy.

The campaign was launched through the two promotion agencies Luxembourg for Business and Luxembourg for Finance, and will aim to reveal the strength and diversity of the economy in the Grand Duchy in several formats including a brochure, in print and digital, supplemented by a social media campaign.

Introducing the project, which will be geared towards an international audience, Minister of Finance Pierre Gramegna commented: "This new concept showcases not only what Luxembourg is today, but our desire to remain at the forefront of innovation through our country's international expertise".

"Beyond the creative and innovative communication process aimed at an international audience, SurprisingLux shows the multiple and diversified assets of the Grand Duchy and reflects the dynamism and openness of Luxembourg's values, in line with our nation branding concept," continued Francine Closener, Secretary of State of the Economy.

SurprisingLux will outline information known by many stakeholders in Luxembourg, which individuals outside of the country are far less likely to know. The first part of the publication will therefore include four texts illustrated by a variety of key figures and examples, inviting readers to take a closer look at Luxembourg's assets and strengths as an international business centre.

The initial part of the brochure will look at such themes as Welcome to Europe, connecting international business with Europe; Stability in motion, solidly rooted, naturally innovative; Human scale, global skills, the shortest route to international talent; Quality of (business) life, grow your business, life your live.

The second part will explore Luxembourg's financial and economic sectors in greater detail, drawing on concrete examples highlighting intersectoral synergies.

The content of SurprisingLuxe will be continuously added to with new examples, as a means of retaining its relevance and illustrating the versatility and expertise of this sector of the Grand Duchy. Luxembourg's relevant stakeholders are invited to contribute their part to the project, by showcasing success stories, additional surprising products, innovative services and international expertise. These new contributions will be unveiled on a gradual scale through the www.surprisinglux.com  digital platform and via social media.

The brochure is available in English from today, with French, German and Chinese versions planned for before the end of November 2015.

 

Photo by Ministry of the Economy (L-R: Minister of Finance, Pierre Gramegna; Secretary of State for the Economy, Francine Closener)