A bubble full of life: why the Luxembourg City video went viral

The promotional video of the Luxembourg City Tourist Office, “Luxembourg City, a bubble full of life! ”, went viral in just a few days, surpassing one million views without a promotional budget. Between modernity, humor and authenticity, the countryside succeeds in repositioning the capital as a lively, cosmopolitan and engaging destination.

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A viral and well-thought-out campaign

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Launched in summer 2025, the video “Luxembourg City, a bubble full of life! ” quickly won over Internet users, accumulating more than a million views in one week, according to Virgule.lu (stream). Produced by the Luxembourg City Tourist Office (LCTO) with the agency The Market Lab, the campaign uses a tone that is both poetic and light in order to promote the assets of the capital.

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The concept: a “bubble of life”, symbol of an urban ecosystem on a human scale, where inhabitants, visitors and cultures intersect. The narration follows the journey of two English tourists, Maggie and Dot, in a bus en route to Bruges, forced to stop for a few hours... and who decide to stay, won over by the unsuspected charms of the capital of the Grand Duchy. We follow the two characters in the city's emblematic places, from Grund to Kirchberg, through the parks and terraces of the city center, while playing on contemporary aesthetics and dynamic transitions.

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The choice of storytelling, centered on emotional experience and spontaneity, contrasts with the usual codes of institutional tourism. The objective was clear: to capture a younger and connected audience, while giving a renewed image of the city.

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A strong and universal visual identity

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On the official LCTO website (Luxembourg-city.com), the countryside is presented as an invitation to “feel” the city more than to visit it. The bubble, the film's main theme, embodies lightness, movement and diversity at the same time. The production focuses on immersive shots and bright colors that reflect the duality of Luxembourg: both institutional capital and lively place to live. The images alternate between historic architecture and modern urban ambiance, underlining the harmonious coexistence between heritage and innovation.

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The message “a bubble full of life” also reflects an inclusive vision: Luxembourg is not an “isolated bubble”, but a space for meetings and exchanges, where you can live, work and play in a unique multicultural setting. The Le Market Lab agency, on its account LinkedIn, recalls “the audacity of emotional and artistic communication” and highlights the close collaboration between local institutions and Luxembourg creatives.

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An impact on the image of Luxembourg and its attractiveness

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This viral success illustrates a wider communication strategy led by the LCTO: repositioning Luxembourg City as a “living and inspiring” capital rather than as a simple financial or political center. For economic and tourism players, this campaign is part of a post-pandemic context marked by the need to revitalize urban tourism. In 2024, STATEC reported a rise in tourist overnight stays of +12% in Luxembourg, confirming a renewed interest in the destination.

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By combining authenticity, humor and careful aesthetics, “A bubble full of life! ” manages to reach foreign visitors as well as residents. The video was massively shared on social networks, in particular by local businesses and influencers, becoming an effective territorial attractiveness tool.

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For recruiters and employers in the Grand Duchy, this emphasis also contributes to promoting the Luxembourg living environment: a dynamic, multicultural and balanced professional environment, as shown by our previous analyses on the quality of life and employment opportunities in Luxembourg.

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An inspiring communication strategy for local brands

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The success of this campaign is also an example of modern territorial marketing. It combines storytelling, local creativity and the valorization of everyday life, ingredients that can be found in the HR and communication trends of 2025: authenticity, inclusion and the search for meaning.

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In terms of method, the LCTO was able to mobilize a multidisciplinary team: video makers, communicators, local actors, restaurant owners and passers-by participated in the staging of this collective “bubble”. This collaborative model, rooted in the reality on the ground, could inspire other public institutions and companies seeking to strengthen their employer brand or their attractiveness.

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In a country where nearly 50% of the active population is made up of cross-border workers, communication focused on local life, well-being and conviviality is a powerful lever for attracting and retaining both tourists and talents. With “Luxembourg City, a bubble full of life! ”, the Luxembourg City Tourist Office signs a successful campaign both visually and strategically.

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By combining art, emotion and territorial roots, video gives back to the capital a modern, accessible and international image. This success shows that sincere and aesthetic communication, based on human experience, can become a powerful vector of economic, cultural and social attractiveness for an entire territory.

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FAQ

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Who is behind the campaign “Luxembourg City, a bubble full of life! ”?
The campaign was designed by the Luxembourg City Tourist Office in collaboration with the creative agency Le Market Lab, specialized in territorial marketing and immersive content.

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Why was the video so successful?
Thanks to its modern and emotional tone, its elaborate aesthetic and its inclusive message. It is aimed at both residents and international visitors, while promoting Luxembourg's diversity and quality of life.

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Where was the video shown?
The video was published on the official LCTO website (Luxembourg-city.com) and on its social networks, as well as on YouTube and LinkedIn.

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