The information was translated using the ChatGPT service.
On Friday, June 2, the Investment and Development Agency of Latvia (LIAA) presented the "missionLatvia" national branding strategy, which aims to achieve a consistent positioning of Latvia and create an attractive national image to attract foreign investment.
"missionLatvia", or "a country with a mission", is Latvia's international positioning, with which global associations will be formed, recognizing the country that acknowledges the need for change and acts for a common purpose. The "missionLatvia" strategy also includes a unified approach to narrate about Latvia internationally, with consistent communication materials. Additionally, the strategic goal of the national image is to stand for nature and sustainability values, supporting and promoting innovation development in Latvia.
Latvia has immense potential to develop its economy and become stronger, wealthier, and safer. Technology is advancing and transforming our everyday lives. Being in the digital environment allows different generations to develop career opportunities, hone their skills and talents, and learn something new. Each of us has unique skills and ideas to create innovations and new job opportunities. Together, we create a society that is prosperous and innovative, together we create a thriving economy, together we care for our country with a mission consciousness about Latvia, and together we also shape the perception of Latvia in the world," says Minister of Economics Ilze Indriksone.
It is projected that, over the next three years, the national branding will increase the volume of attracted investments to 2.45 billion euros. It is expected that the "missionLatvia" positioning will also increase the average annual tax revenue by 150 million euros, boost exports by 300 million, and increase investments in research and development by an average of 35 million per year.
Discussions about Latvia's national positioning, which would promote both export and investment growth, have always been heated. "Currently, engaging leaders of various industries, we have defined the national image values and created a new framework 'missionLatvia', to narrate about Latvia as a country that has not only beautiful nature, a good gastronomic offer, and a rich cultural life, but also a rapidly growing innovation-based economy," emphasizes the Director of the Investment and Development Agency of Latvia, Kaspars Rožkalns.
To successfully develop the "missionLatvia" strategy, a study was conducted in ten target countries, revealing that Latvia's average recognition rate in Europe is 50%, with the highest recognition level being 67% in Finland and 59% in Sweden. In contrast, it's slightly lower in the United States at 31% and in Asian countries – 20%. These results indicate that Latvia's recognition level is generally good, with a trend - the closer to Latvia, the higher the recognition. This study also identified foreign knowledge about Latvia, mainly associated with its location and history, as well as the desire to visit Latvia. Since Latvia is currently rarely associated with sustainability and innovation, this has been chosen as the communication focus of "missionLatvia".
The "missionLatvia: A Country with a Mission" image is also based on the national characteristics of the Latvian people. Latvians have always had a sense of mission, creativity, and tremendous work capacity, proving themselves in the world as talented, innovative, and tireless individuals. The mission-based approach is founded on the realization that change can start from one person, one idea, one suggestion, but it only becomes possible when the nation comes together to address challenges collectively. "missionLatvia" tells the story through the values of the Latvian people and what they can offer to the world. It is a story about every resident ready to collaborate to carry the name of Latvia in the world, addressing challenges significant to Latvian society and also contributing on a European scale.
Latvia will be the first in the world to use the Mission approach as a mechanism for coordinating activities and creating connections to achieve results. The primary designated missions currently are Mission "Sea 2030", aiming to reduce pollution in the Baltic Sea with innovations, and Mission "DNA", aiming to preserve and digitize Latvia's cultural heritage, enhancing it with technology and innovations, allowing events and traditions to live longer and beyond their physical locations.
So far, not only the "missionLatvia" strategy and design identity have been developed but also a platform and public resource base www.latvia.eu, which gathers stories of experience and information to help tell about Latvia internationally in a unified manner.