For the last few years, and then boosted by the launch of the country’s national branding campaign including new logo to promote the country abroad, people in Luxembourg have really started to come together to raise the positive international image of the Grand Duchy. The idea of Celebrating Luxembourg is one more good step in that same direction.

Throughout 2017, Maison Moderne showcased 100 personalities who have helped to illuminate Luxembourg’s international brand image.  The culmination of this was a Gala evening held in December at the Rockhal in Esch Belval in the presence of Luxembourg’s Prime Minister, Xavier Bettel.

Celebrating Luxembourg event

More than 1,000 attended the event, which highlighted the country’s stars in everything from culture to sports, from the arts to business. At the end of each section, two personalities were rewarded; one for their work or career through a “Lifetime Achievement Award”, the other with the “Newcomer Award”. The awards were presented by Secretary of State for the Economy, Francine Closener who has been behind much of the nation branding and its ambassadors.

In his opening speech, Prime Minister Xavier Bettel, patron of the event, stressed the need for Luxembourg to “remain open” in order to sustain its success, highlighting that: “Diversity is the strength and wealth of Luxembourg.” This is very fitting since “openness” is one of the main values Luxembourg has chosen with which to promote itself and attract people to visit or come to work in the country.

John Parkhouse, CEO of PWC Luxembourg closed the event by echoing the famous speech by John F. Kennedy in saying, “Ask what you can do for Luxembourg”, and indeed, this concept is definitely taking shape. More and more one feels a common effort in this country that is proving very successful to put Luxembourg on the global map for the reasons it deserves to be and for the people who help to make it shine.

As John Parkhouse put it, “It’s about having a dream, it’s about all us working together as government, as business, and with the broader community to achieve that dream.”

View the entire list of “Celebrating Luxembourg” luminaries and articles about their achievements here 

Photo credit: Maison Moderne