• Led strategy and messaging development for a government-backed campaign with Maison Moderne, Mike Koedinger, and Prime Minister Xavier Bettel.
• Conducted deep archival research in governmental records, status reports, and EU ecosystem studies to ground the campaign in factual, credible insights.
• Benchmarked Luxembourg’s positioning against leading European digital nations—especially Scandinavian countries recognized as digital frontrunners.
• Identified perception challenges, particularly Luxembourg’s legacy association with banking secrecy, and reframed the narrative toward digital innovation and infrastructure leadership.
• Defined the core positioning of Luxembourg as a platform for digital archiving, storage, and data-driven business, fully integrated with the wider European economy.
• Developed and articulated the “Build Perfect” campaign, crafting messaging that repositioned Luxembourg as a trusted hub for digital-first business and EU integration.
• Ensured international resonance, aligning messaging to European market expectations while emphasizing Luxembourg’s unique strengths and future vision.