LIAA has merged the Latvian Institute (LI) with the Agency to strengthen the introduction of a single national image. As a result of the merger, the LIAA will take over all of LI's functions as well as a dedicated department that will deal with the creation of a unified national image.
The agency's director said that the addition of LI would help to communicate the country's image from different angles – from history, culture, politics, sports and other. The plan is to create common content with which to present foreign investors and to tell them the state story, Rožkalns said.
Around 200 opinion leaders have been identified from different areas, including foreign Latvians who will participate in creating the country's image. “Everyone will be able to express their views,” explained Rožkalns, though he gave no hint as to what form that image might eventually take.
Previous official slogans used over the last decade to promote Latvia include "The Land That Sings", "Latvia - best enjoyed slowly", "Magnetic Latvia" and "If You Like Latvia, Latvia Likes You." More recently the slogan "Ahead of the curve'' was used to trumpet achivements during the first wave of Covid-19, though it has now fallen into disuse.