LuxConnect is a premier data center operator based in Luxembourg known for its secure, energy-efficient infrastructure and government-backed credibility. With a stronghold in the European market, the company set its sights on expanding into the United States in 2024. The company aimed to enter the U.S. market and persuade U.S. companies with European operations to trust their data needs to its relatively unknown data storage company.
Compounding its low awareness was the reality that very few U.S. businesspeople have a genuine understanding of Luxembourg and the benefits it offers. To navigate this ambitious move, LuxConnect partnered with Hot Paper Lantern (HPL) to develop a strategic communications and marketing plan that would build brand awareness, generate qualified leads, and position the company as a trusted data partner for U.S.-based enterprises with European operations.
HPL conducted deep audience and category research to shape a strong and unique go-to-market strategy for U.S. audiences.
Initial media relations efforts commenced with the team drafting messaging that emphasized LuxConnect's established operations, state-of-the-art infrastructure, and uptime reliability and highlighted its strategic advantage of being partially owned by the Luxembourg government, offering regulatory stability and innovation incentives.
To enhance LuxConnect's visibility, HPL then launched a multi-channel campaign that included consistent and comprehensive thought leadership on LinkedIn to boost engagement and attract targeted followers in the U.S. Additionally, outreach focused on U.S. media relations led to coverage in top-tier and industry publications such as Quartz, Tech Trends 24/7 Podcast, Power Magazine, and Data Center Dynamics.
HPL implemented a strategic plan to enhance participation in industry conferences, arranging critical business and media opportunities and speaking opportunities for LuxConnect executives. The targeted outreach to decision-makers in key sectors generated new leads and fostered business connections, helping LuxConnect expand its client base in the U.S.
LuxConnect participated in key industry conferences throughout 2025 to strengthen its global profile, deepen relationships, and showcase its leadership in sustainability and digital sovereignty. These events, spanning both European and U.S. markets, served as critical platforms for engaging directly with potential clients, partners, and media.
Across these conferences and events, which included Data Center World (Washington, D.C.) and Gartner Data & Analytics Summit (Orlando, FL), Hot Paper Lantern facilitated more than 10 direct meetings with the LuxConnect team and potential clients and partners. LuxConnect’s presence at these industry events brought the company credibility and recognition in the U.S. market, with attendees and organizers increasingly viewing LuxConnect as a trusted, sophisticated European operator.
With help from HPL, LuxConnect expanded its new business development efforts beyond Europe, initiating outreach across multiple sectors including technology, financial services, and media. These initiatives focused on introducing LuxConnect’s capabilities to potential partners and positioning the company as a credible European alternative for organizations seeking sustainable, secure, and sovereign data infrastructure.
These introductions successfully:
HPL pursued a range of media opportunities to position LuxConnect as a credible, knowledgeable, and trusted voice in the data center industry. Efforts focused on pitching thought leadership commentary, responding to timely news events, and strengthening relationships with reporters covering European and Luxembourg-centric technology stories. In doing so, we inserted LuxConnect into high-impact industry conversations on topics such as the Nvidia–OpenAI investment and hyperscaler over-expansion — reaffirming the company’s stance on resilience, regulation, and European infrastructure leadership.
We established clear media credibility through consistent, high-quality coverage in both U.S. and European outlets, positioning LuxConnect as a recognized voice in data-center sustainability, digital sovereignty, and AI infrastructure. As a result, the HPL team secured 15+ pieces of coverage and interviews, including placements in Power Magazine, Data Center Dynamics, TechStrong, Quartz, TechTrends 24/7 Leaders, and more.
We also delivered the company’s first global sustainability narrative via the CSR report and related U.S. press release framing LuxConnect as a leader in responsible growth and operational transparency.
As a result of HPL’s efforts, LuxConnect saw a boost in U.S. brand awareness to help drive business, a host of strategic new business leads with key prospects in target industries that matter, top-tier and trade media coverage, and a more than 30% increase in U.S. LinkedIn followers couples with a 40% increase in engagement.
Working with Hot Paper Lantern has been a remarkable experience. Their deep market research and the PR strategy built from it gave us a clear direction. They consistently brought thoughtful content ideas to the table, and thanks to their strong media connections, we secured valuable press coverage. A truly proactive partner.
Communication Officer, LuxConnect
