Luxembourg launches the campaign “SurprisingLux: Look closer for opportunities beyond borders”

Luxembourg launches today the campaign “SurprisingLux: Look closer for opportunities beyond borders.”

This campaign is designed to dynamically reveal the strength and diversity of the Luxembourg economy through success stories and little-known facets of Luxembourg. These are available in several formats including a brochure, in print and digital, supplemented by a social media campaign. The project is aimed at an international audience and anyone interested in Luxembourg and its economy.

In introducing this campaign, Pierre Gramegna, Minister of Finance of the Grand Duchy, stated: “I am delighted to present the SurprisingLux campaign. 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.”

Francine Closener, Secretary of State of the Economy added: ” 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.”

Although SurprisingLux reveals what many stakeholders in Luxembourg already know, much of it is less known outside Luxembourg. This is why the first part of this publication includes four messages illustrated by a variety of key figures and examples. It invites readers to take a closer look at Luxembourg’s assets and strengths as an international business centre:

– 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, live your life

The second part of the brochure looks at Luxembourg’s financial and economic sectors in greater detail with concrete examples that highlight the existing synergies between sectors.

The content of SurprisingLux will be continuously enriched with new examples, allowing it to remain relevant and continuing to illustrate the versatility and expertise characterizing Luxembourg’s economy. Luxembourg for Business and Luxembourg for Finance welcome contributions from all of Luxembourg’s relevant stakeholders to help showcase success stories, additional surprising products, innovative services, and international expertise. New contributions will be unveiled gradually on the digital platform and via social media.

This initiative could not have been achieved without the active contribution of over fifty people representing the full range of the economic and financial centre’s expertise. The brochure will be available in English from today on while French, German and Chinese versions will be available before the end of November 2015.