LUXEMBOURG: PRESS TRIP – 2012
How to create awareness for a country that is known more for being a tax haven thana higher education and research hub? How best to make these developments credible? How to present and qualify these achievements and put them in context? How to begin building an image of Luxembourg as a major European scientific and innovation centre? NSB, with its vast experience in the knowledge economy sector, invited journalists to visit the newest and largest higher education and research centre in a non-developing country.
From June 6 to 8, 2012 five journalists from leading European publications Frankfurter Allgemeine Zeitung (Germany), Libre Belgique (Belgium), Le Figaro (France), Handelszeitung (Switzerland) and Times Higher Education (UK), were invited to Luxembourg to discover "Research and Higher Education Made In Luxembourg" during a three-day press trip. The emphasis was on the University and the public and private research environment in Luxembourg. Actors at the highest level of higher education and research in Luxembourg (Mr Biltgen, Minister of Higher Education and Research; Rolf Tarrach, Rector of the University, Gilles Schlesser, Director of Luxinnovation; Marc Schiltz General Secretary of the National Research Fund) met with journalists to explain the creation of the hub and the strategies for development and investment. The Luxembourg Cluster Initiative was presented to journalists who were made to understand the importance given to public-private collaborations through the various activities of thematic clusters.
Exclusive articles in leading European media. The discovery of another side to Luxembourg, positioned around innovation and cutting-edge research. The surprise of discovering a 100% international university with more than 6000 students adjoined to innovative research centres, as well as an almost complete campus at Belval.
Conception and organisation of the event; organisation and management of the press trip (multi-lingual programme and key messages, accompaniment of journalists…); online and offline press relations, Twitter coverage of the event through NSB's international accounts.
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