Working group to ponder Latvia's image concept, then aggregate outputs

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A new working group is to be formed by the end of this month with a brief to come up with ideas about national branding, the Ministry of Foreign Affairs said September 6 following a meeting of officials on September 5 when it hosted the 16th meeting of the Foreign Economic Policy Coordination Council, chaired by the Minister of Foreign Affairs, Edgars Rinkēvičs.

"Participants were presented with a proposal for the image of the state jointly formulated by the Ministry of Economy and the Latvian Institute, highlighting three interconnected areas – foreign affairs, economy and culture. The competence of the Ministry of Economy is covering tourism and direct marketing for the export and investment sectors, while the Latvian Institute is engaged in indirect marketing," a release said.

Then it was agreed to form another working group.

"The meeting supported the strategy for the image building and branding proposed by the Ministry of Economy and the Latvian Institute, according to which, a working group is to be established by the end of September, with outputs aggregated by February 2020, an image concept devised by May 2020, an outline of strategic communications drawn up by July 2020, and an implementation plan prepared," the statement said.

Previous slogans used to promote Latvia have included "The land that sings", "Best enjoyed slowly", "If you like Latvia, Latvia likes you" and "Magnetic Latvia".

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