The new “Luxembourg: Let’s make it happen” icon and tagline is seen for the first time on screen during a presentation by Francine Closener, the secretary of state for the economy, at the Rotondes in Bonnevoie on 10 October 2016. Sven Becker

The new “Luxembourg: Let’s make it happen” icon and tagline is seen for the first time on screen during a presentation by Francine Closener, the secretary of state for the economy, at the Rotondes in Bonnevoie on 10 October 2016. Sven Becker

After launching a “nation branding” exercise nearly two years ago, Francine Closener, the LSAP secretary of state for the economy, unveiled the “Luxembourg: Let’s make it happen” icon and tagline on Monday evening.

The logo and slogan reflect the country’s values of openness, dynamism and reliability, Closener said.

Indeed, a 3-minute video on Luxembourg’s values was premiered during a conference held in Bonnevoie; it will be promoted on social media in the coming months.

The government also introduced the inspiringluxembourg.lu website, which groups together existing materials--such as brochures published by the LCTO, Luxembourg Chamber of Commerce, Luxembourg for Finance and other promotional outfits--in a single site.

Two communications agencies, Binsfeld and Vidale-Gloesener, worked on the campaign.

The initiative has a total 2016 budget of €970,000.

Not all residents received the new campaign warmly. “‘Luxembourg – Let’s make it happen.’ So has Luxembourg ... not happened yet?” Chris Pesch commented on Twitter.