Luxembourg City hosted the City DNA Summer School, where a new promotional film premiered following two British women who stumble upon the capital during a bus tour and discover it with humour, marking a new chapter in the city's international marketing.
Participants from across Europe gathered in the capital for the programme, which is aimed at young professionals working in tourism and marketing.
According to Antje Voss, Director of the Luxembourg City Tourist Office (LCTO), the summer school is an important opportunity to connect with emerging talent in the field. Marc Angel, President of the LCTO, emphasised that promoting Luxembourg at international level remains a key priority.
Angel described the LCTO as an ambassador for Luxembourg City, representing it on the world stage through international fairs, media partnerships, collaborations such as City DNA, and strong digital promotion. He explained that the organisation's mission is to tell Luxembourg's story in a way that resonates globally, by showcasing the city's heritage, cultural life, and above all, the diversity and openness of its residents.
His ultimate goal, he noted, is to ensure that when people anywhere in the world think of travelling to a European city, Luxembourg comes to mind as part of that choice.
He added that while the LCTO has already produced short clips in the past highlighting the City and its attractions, this was the right moment to take a step further and create a new promotional film – one with a full narrative, aligned with the latest trends and in the style of other European cities: smart, humorous, and peppered with small anecdotes.
Discovering Luxembourg City by chance
The new film follows two elderly British women on a bus tour through Europe, primarily intending to visit Bruges, but who end up in Luxembourg more or less by chance. With plenty of humour, the pair discover the capital. Angel did not wish to reveal more details for now.
The film premiered at the closing of the City DNA Summer School and will now form part of both international and national image campaigns. From this evening onwards, a dedicated landing page on luxembourg-city.com will allow visitors to meet the two protagonists, Maggie and Dot.
