To survive in the competitive global market, nations are engaging in “nation branding”, and the concept is increasingly becoming a priority for many governments. It encompasses marketing techniques and strategies that a nation uses to improve, enhance and strengthen its image and reputation globally.

Nation-branding isn’t a new thing. But the pervasiveness of social media has allowed governments to take ownership of their own social feeds and engage in niche and real-time conversations online, with most countries’ governments having dedicated social media accounts on Twitter and Facebook.

The development of a positive new brand is aimed at bringing more business and people to the country, promote its tourism sector and cultural institutions, and generally highlight everything Luxembourg has to offer.