Raising the profile of the European Union’s bank in Luxembourg
The European Investment Bank (EIB), established in 1958 as the financial pillar of the European Union, stands as the world’s largest international public lending institution, endowed with the enviable mission of reinforcing Europe’s social and economic fabric through substantial investments in diverse areas of strategic importance.
Headquartered in Luxembourg, known for its financial acumen and strong and diversified economy, EIB has an extensive global workforce of approximately 4 000 people and has successfully invested more than a trillion euros in vital projects supporting its fundamental objectives.
Operating through targeted programmes that focus on climate action and environmental sustainability, pioneering endeavours in innovation, health and digitalization, robust support for small and medium-sized enterprises (SMEs), energy solutions promoting environmental sustainability, and the preservation and efficient management of natural resources.
The EIB has been a driving force in fostering closer European integration, promoting the comprehensive development of the EU, and extending the reach of EU policies to over 160 nations worldwide.
However, despite its remarkable achievements, the EIB recognized the imperative to amplify its presence in Luxembourg.
To achieve this, the bank partnered with waveL in 2021 to craft and execute an elaborate strategic plan aimed at reaching beyond with Luxembourg stories to promote the country’s image and brand abroad.
The strategy included initiatives based on a detailed editorial plan and storyboard, focusing on media outlets, to refine the bank’s narrative, and create specific communication campaigns. These campaigns aimed to highlight the EIB’s contributions and storytelling across crucial sectors such as health, biotechnology, biodiversity, civil security, infrastructure, building, space, education, and governance.
Additionally, the strategy was designed to facilitate partnerships between the bank, public agencies, ministries and media representatives, but also NGOs, such as Friendship – that develop scalable solutions to strengthen marginalised communities, whilst empowering people to transform their lives.
An essential component of waveL’s strategy was a nuanced comprehension of the EIB’s multifaceted role in both local and international contexts. The agency diligently demonstrated the strategic contributions of the bank towards addressing some of the most pressing global and regional challenges. In the realm of climate action, the EIB’s investments in renewable energy projects, climate-resilient infrastructure, and circular economy initiatives were highlighted to demonstrate its commitment to the EU’s Green Deal and global climate goals.
waveL emphasized the bank’s role in funding cutting-edge research, supporting tech startups, and championing digital infrastructure projects that drive economic growth and social progress. Another critical element was highlighted by the bank’s sustained support for SMEs, as these enterprises are the backbone of Luxembourg’s economy.
Moreover, the narrative regarding sustainable energy emphasized the EIB’s investment in projects that harness renewable energy sources, enhance energy efficiency, contribute to a greener economy and facilitate more sustainable healthcare investments. By weaving these diverse threads into a coherent narrative, waveL facilitated a deeper understanding of the EIB’s holistic impact on both local and global scales, thereby fostering an enhanced appreciation among Luxembourg’s populace and stakeholders for the bank’s pivotal role.
Through sustained strategic initiatives facilitated by waveL, the EIB could position itself to synergize its global ambitions with local imperatives, driving forward a vision of integrated and sustainable development that benefits all spheres of society.
Luxembourg’s strengthened presence and renewed narrative served as a testament to the bank’s unwavering commitment to fostering resilient, innovative, and inclusive growth, resonating with European values.
By refining its contextual and operational narratives the European Investment Bank has not only raised its profile in Luxembourg, but it has also managed to solidify its standing as a cornerstone of Europe’s financial, environmental, and social strategies.
