A presentation event of the missionLatvia national image strategy will be held

On Friday, 2 June, from 11:00 to 13:00, the presentation event of the Latvian national image strategy missionLatvia will take place in the Beta/Gamma auditorium of the House of Sciences of the University of Latvia, Jelgavas iela 3, as well as online. The event is organised by the Investment and Development Agency of Latvia (LIAA), and during the event the highest awards of the Cabinet of Ministers and the Ministry of Economics – Letters of Commendation – will be presented.

The aim of the national image strategy missionLatvia is to achieve unified communication about Latvia at the international level in order to promote Latvia's long-term economic growth and global recognition.

Ilze Indriksone, Minister of Economics: “The emotional image of Latvia in the world is created by ourselves and the outstanding achievements of our sportsmen, cultural and creative personalities, scientists and entrepreneurs on a global scale. Latvia is a very small country and each one of us can contribute something to make Latvia a country to be proud of. But a united national image is an invaluable tool in the international arena – politically and economically, in building cultural links, attracting talent and tourists, and contributing to the well-being of our people."

“Working on our national image is in a way like running a marathon, the results of which will be noticeable over time. The new national image strategy missionLatvia presents Latvia as a country that can not only tackle challenges that are important for Latvian society, but also contribute to the European and global scene. We are the first in the world to adopt a Mission approach at the national level. It involves close cooperation between citizens, businesses, scientific institutions and public administration to achieve common goals and is in line with the changes in the economy announced at the national level, stimulating innovation and the development of high added value industries,” said Kaspars Rožkalns, Director General at LIAA.  

The event will be opened by Ilze Indriksone, Minister of Economics, and Kaspars Rožkalns, Director of LIAA. The Minister of Economics will present the highest award of the Cabinet of Ministers and the Ministry of Economics, a Letter of Commendation, to outstanding companies, organisations and personalities committed to the mission of spreading the name of Latvia in the world.

Andris Rubīns, Director of the agency Magic, will present Latvia's national image strategy missionLatvia. The strategy is based on a study of the country's image in 10 countries as well as potential development areas where major investments are planned in the coming years. The central theme of the national image will be innovation and creativity as the basis for raising common prosperity.

The visual identity of missionLatvia will be presented by Anete Aramina, Head of the design studio Teika.

Follow the event online on the “Latvijas Investīciju un attīstības aģentūra - LIAA” Facebook account.

Media wishing to attend the event in person are kindly requested to register under “Registration for missionLatvia strategy presentation”.