On Thursday 6 November 2025, Luxembourg’s Ministry of the Economy announced that the “Oops, I Stayed in Luxembourg” campaign had received the Highly Commended distinction in the Best Communication Strategy – Place Brand category at the City Nation Place Awards 2025 in London.
The Ministry of the Economy said that the campaign, from the initiative Luxembourg – Let’s Make It Happen (LMIH), illustrated how Luxembourg’s unexpected advantages can transform the country into a true home for many people who originally came for only a year or two. Through a catchy song, the campaign’s film tells the story of expatriates whose temporary stay becomes a genuine love story, making them authentic ambassadors for the country.
The ministry noted that the campaign celebrated the many reasons that make Luxembourg a welcoming place to study, work and ultimately build a life. Created by Luxembourg-based creatives Étienne Duval and Mado Klümper, the campaign includes a film, a website, posters, print and digital advertising, and participatory stands where visitors can perform the song in karaoke format during events such as National Day or Expat Day.
According to the ministry, the campaign, launched in June 2025, resonated strongly with the expatriate community and achieved more than 1,300,000 views across the Luxembourg – Let’s Make It Happen platforms and more than 86,000 likes. Numerous testimonials — both humorous and moving — emerged on social media, expressing attachment to Luxembourg and the richness of experiences lived here.
Moreover, the ministry announced the campaign will continue to expand over the coming months.
City Nation Place is an international benchmark in place branding. Its awards recognise outstanding initiatives that enhance the reputation of a city, region or country. Luxembourg was nominated in two categories this year — Best Citizen Engagement and Best Communication Strategy – Place Brand — which, the ministry said, reflected the country’s open-minded, creative and bold spirit on the international stage and paid tribute to all those who came to Luxembourg for a short stay and ultimately remained, becoming ambassadors for the country.
The Luxembourg – Let’s Make It Happen initiative has additionally been nominated twice at the Luxembourg Design Awards, which will take place on Thursday 13 November 2025 in Luxembourg City, for its film Oops, I Stayed in Luxembourg and for the publication Le Petit Livre de la Promotion de l’image de marque.
