Regie.lu

What Regie.lu does

Regie.lu is the advertising sales house (régie publicitaire) for Mediahuis Luxembourg, responsible for commercializing advertising inventory across a portfolio of more than 17 media brands that span print, digital, radio, events, and newsletter channels. Founded in 2014 as a spin-off of Saint-Paul Luxembourg S.A. and acquired by Mediahuis Luxembourg in 2021, the company serves advertisers and communication agencies seeking to reach Luxembourg's multilingual resident and cross-border population. The portfolio includes the flagship Luxemburger Wort (Luxembourg's reference daily since 1848), Luxembourg Times (English-language business news for the expatriate community, partnered with Bloomberg and Financial Times), Virgule.lu (French-language digital news), and Contacto (Portuguese-language media for the country's largest immigrant community, distributed by POST Luxembourg). Additional brands span vertical magazines covering automotive, real estate, health, legal, business, culture, mobility, and artisan sectors, with distribution partnerships into B2B communities such as the Fédération des Artisans and the Conférence du Jeune Barreau.

The company operates a proprietary technology stack that includes a Data Management Platform (DMP) for audience segmentation, the Redgie AI conversational agent for advertiser inquiries, a Redgie media-plan simulator, and two newer digital advertising products—CompanyFinder (a business listing platform across Wort.lu, Luxtimes.lu, and Virgule.lu) and Mosaik (a multi-thematic digital advertorial section). It produces recurring audience measurement reports based on the ILRES Kantar Belgium study and runs 12+ annual branded events including Auto vum Joer, Your Luxembourg Expat Day, E-Drive Day, Terrass vum Joer, and Euforia Festival.

Regie.lu operates a sales-led go-to-market model with a team of approximately 40 employees, including a direct sales force, inside sales, ad operations, marketing, and a Head of Events & Partnerships function. Revenue is generated entirely through advertising sales—spanning print, digital, crossmedia, radio, newsletter, and event sponsorship—with pricing disclosed only via brand-specific PDF rate cards. Distribution is direct, supplemented by self-service tools (Redgie simulator, quote request forms) and downloadable MediaKits. Reported scale metrics include 70% national coverage, 397,000 daily contacts across media brands, and 5.67 million monthly website visits across news properties, with a reported +15% growth in monthly visitors between measurement periods.

Name

Regie.lu

Legal name

Mediahuis Luxembourg S.A.

Website

https://regie.lu

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Regie.lu is the advertising sales house for Mediahuis Luxembourg, monetizing 17+ media brands including Luxemburger Wort, Luxembourg Times, Virgule.lu, and Contacto across print, digital, radio, events, and newsletters. It serves advertisers and agencies targeting Luxembourg's multilingual resident and cross-border population.

Ownership category

akta.pro rank

Product category

Advertising Media Sales

NAICS

Advertising, Public Relations, and Related Services (5418), Advertising Agencies (54181), Media Buying Agencies (54183), Media Representatives (541840), Periodical Publishers (513120)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311), Newspapers: Publishing Or Publishing & Printing (2711), Periodicals: Publishing Or Publishing & Printing (2721)

akta.pro primary industry

Marketing Technology, AdTech & MarTech Services (BPAFAAAN)

akta.pro secondary industries

Video/CTV/OTT Media Buying (MPAAABAE), Ad Tech for OTT (SSAI/CSAI, Ad Decisioning, Measurement) (MPAHAJAG)

Keywords

• Media advertising sales
• Multimedia advertising solutions
• Advertising regie services
• Crossmedia advertising packages
• Audience targeted advertising

Headquarters

HQ city

Luxembourg

HQ country

Luxembourg

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Advertising Revenue: Regie.lu generates revenue by selling advertising space and solutions across its portfolio of media brands (print, digital, radio, events, newsletters, inserts) to advertisers and communication agencies. The company offers crossmedia, digital, print, print-digital, and radio advertising packages.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Regie.lu is the advertising sales house for Mediahuis Luxembourg, selling advertising space and integrated multimedia solutions across print (Luxemburger Wort, magazines), digital (Wort.lu, Virgule.lu, Luxtimes.lu, Contacto.lu), radio (Radio Latina), newsletters, and branded events. It offers crossmedia packages, audience targeting via a proprietary DMP, business listings through CompanyFinder, advertorial placements via Mosaik, and a self-service media plan simulator (Redgie) for advertisers and communication agencies operating in Luxembourg.

Product overview

Regie.lu is a media advertising company serving as the advertising agency for Mediahuis Luxembourg. The company offers a diversified media portfolio spanning print, digital, radio, events, and insertions, with a portfolio of over 17 distinct media brands and products. Core offerings include flagship brands like Luxemburger Wort (the leading daily since 1848), Luxembourg Times (business/lifestyle for expats), Virgule.lu (French-speaking community), and Contacto (Lusophone community). Digital products include CompanyFinder (business directory) and Mosaik (digital advertorial section). The portfolio is anchored by Redgie, an AI conversational agent for customer support, and a Redgie Simulator for media planning. Additional specialized brands cover automotive (Automoto), real estate (Wortimmo.lu, Bauen & Wunnen), health (Health Bells), culture (.kult), legal (LawyersNow), business (Merkur), mobility (Mobility Life), radio (Radio Latina), magazine (Télécran, Tendances), employment (Jobfinder.lu), and artisan sectors (D'Handwierk). The company also organizes major events including Auto vum Joer, Your Luxembourg Expat Day, E-Drive Day, and various conferences.

Differentiator

Problem solved

Functional benefit

Products and services

• Print Advertising Advertising space sold across print publications including Luxemburger Wort, Télécran, Tendances, Automoto, Bauen & Wunnen, D'Handwierk, Merkur, LawyersNow, Health Bells, and Contacto, targeting readers of Luxembourg's most established print brands.
• Digital Advertising Display, native, and branded digital advertising sold across Wort.lu, Virgule.lu, Luxtimes.lu, and Contacto.lu, reaching a combined audience of approximately 5.67 million monthly visits.
• Radio Advertising (Radio Latina) Radio advertising and sponsorship sold on Radio Latina, the Lusophone radio station serving the Portuguese-speaking community in Luxembourg.
• Newsletter Advertising Advertising placements sold within email newsletters distributed across the media brand portfolio, including a subscriber base of 34,937+ for Luxemburger Wort alone.
• Event Sponsorship Sponsorship and partnership opportunities across 12+ annual branded events including Auto vum Joer, Your Luxembourg Expat Day, E-Drive Day, Terrass vum Joer, Euforia Festival, Resillianz, and various business conferences.
• CompanyFinder Digital listing platform integrated into Wort.lu, Luxtimes.lu, and Virgule.lu with nearly 5 million monthly visits, enabling businesses to present their services and improve online and AI-tool referencing.
• Mosaik Digital multi-thematic advertorial section integrated into Wort.lu and Virgule.lu homepages, publishing themed commercial content across local commerce, habitat, vacations, gastronomy, entertainment, senior wellness, and nature topics.
• Redgie Simulator Self-service media plan simulator tool that allows advertisers to create customized media plans in real-time by selecting activity sector, target audience, language, communication period, duration, and budget.
• Crossmedia Advertising Packages Integrated cross-channel advertising packages combining print, digital, radio, newsletter, and event touchpoints for unified campaigns reaching multilingual Luxembourg audiences, offered with proprietary audience targeting via the DMP.

Quantifiable outcome

• 3,264,266 digital impressions generated by Auto vum Joer 2026 campaign
• +5 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

20 partnerships are on record, tiered minor and core.

• taxx.luminorGTM or Marketing Partner · 11 March 2026Supported Virgule's first fiscal conference on cross-border taxation, providing expert sponsorship alongside Foyer Errico, Torzini & Associés. The event gathered fiscal experts and frontalier audience.
• Foyer Errico, Torzini & AssociésminorGTM or Marketing Partner · 11 March 2026Supported Virgule's first fiscal conference on cross-border taxation, providing expert sponsorship alongside taxx.lu.
• PwC LuxembourgcoreStrategic or Co-development Partner · 25 February 2026Luxembourg Times, in collaboration with PwC Luxembourg, organized a high-level roundtable event on anti-money laundering for financial sector professionals. PwC co-branded the event with over 100 attendees, with Grunwald from PwC moderating the panel.
• HORESCAcoreStrategic or Co-development PartnerCollaborated with Luxemburger Wort, Virgule, Contacto, and Luxembourg Times for the Terrass vum Joer 2026 competition, the most beautiful terrace contest in Luxembourg.
• Centre de formation pour Conducteurs (CFC)coreStrategic or Co-development PartnerCo-organized E-Drive Day with Luxemburger Wort and Automoto to promote electric mobility, offering test drives of various EV brands. 600+ driver participants and 1,000+ visitors in 2025.
• brain & morecoreStrategic or Co-development PartnerCollaborated with Luxembourg Times on the Your Luxembourg Expat Day event, targeting expatriates and new arrivals in Luxembourg. Event attracted 9,000 visitors in 2025.
• NeimënstercoreStrategic or Co-development PartnerCo-organized Euforia Festival, a music festival dedicated to the Portuguese-speaking community, with Radio Latina curating the artists and Neimënster hosting.
• Conférence du Jeune Barreau de LuxembourgcoreChannel Partner/ Reseller/ DistributorPartnership with the Young Bar Association of Luxembourg for the LawyersNow magazine, reaching 3,400 Luxembourg lawyers through targeted distribution.
• LegitechcoreChannel Partner/ Reseller/ DistributorPublisher of LawyersNow magazine, the legal review for Luxembourg entrepreneur lawyers, developed in partnership with the Conférence du Jeune Barreau.
• Santé Services S.AcoreChannel Partner/ Reseller/ DistributorCollaboration with Santé Services S.A. for Health Bells magazine, with editorial content guaranteed by a committee linked to certified professionals at Hôpitaux Robert Schuman.
• brain & moreminorGTM or Marketing PartnerCo-produced thematic magazine guides (Cats, Dogs & Cie, construction guides) with brain & more, distributed in Luxemburger Wort.
• Spuerkeess, Axa, Gridx, ACL, Enovos, Voyages Vandivinit, Carglass, Heineken 0.0, De Schnekert, Mycar, Codex, FedamocoreGTM or Marketing Partner12 sponsors for Auto vum Joer 2026, the largest automotive competition and gala event in Luxembourg. Sponsors covered banking, insurance, automotive, energy, and retail sectors.
• Immotop.luminorStrategic or Co-development PartnerFirst joint conference between Wortimmo.lu and Immotop.lu, bringing together 200+ real estate agents for knowledge sharing and networking.
• POST LuxembourgcoreChannel Partner/ Reseller/ DistributorDistribution of Contacto magazine assured by POST Luxembourg postal services to all subscribed Portuguese-speaking households.
• Philharmonie de LuxembourgminorStrategic or Co-development PartnerHost venue for the Resillianz conference organized by Luxemburger Wort and Télécran, held at Philharmonie de Luxembourg with ~300 attendees.
• IKO Real Estate, Fidem, Eist Neit Wunnen AgenceminorStrategic or Co-development PartnerExpert panelists at the Luxembourg Times conference on property ownership in Luxembourg, titled 'An impossible dream? Paths to homeownership in Luxembourg.'
• Bloomberg, Financial TimescoreStrategic or Co-development PartnerLuxembourg Times collaborates in exclusivity with Bloomberg and Financial Times for business news content, enhancing its credibility as a B2B news portal for expats.
• Fédération des Artisans du LuxembourgcoreChannel Partner/ Reseller/ DistributorDistribution partner for D'Handwierk magazine, sent to all 9,120 artisan businesses in Luxembourg, representing 103,000+ employees.
• Chambre des Métiers LuxembourgcoreChannel Partner/ Reseller/ DistributorTrusted partner for D'Handwierk magazine alongside the Fédération des Artisans, with the magazine covering political, economic, and business news relevant to the artisan sector.
• Fédération des Artisans du LuxembourgcoreChannel Partner/ Reseller/ DistributorThe Fédération des Artisans (33 professional organizations in construction, mechanics, food, fashion/health, communication/services) distributes D'Handwierk magazine to its 9,120 member businesses.

Scale indicators13 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• RTL AdConnect: RTL Group's international advertising sales house, headquartered in Luxembourg and selling ad inventory across RTL's TV, radio and digital properties in multiple European markets. Highly comparable as a media sales house operating out of Luxembourg across cross-border audiences.
• IPM Advertising: Advertising sales arm of IPM Group in Belgium, monetizing La Libre, DH, Le Soir Mag and related titles. Comparable as a publisher-owned sales house operating across print, digital and brand events in a small, multilingual neighboring market.
• Rossel Advertising: Advertising sales house of the Rossel group in Belgium, covering Le Soir, Sudpresse and related regional titles. Directly comparable as a publisher-owned ad sales operation in a neighboring market with similar multilingual dynamics.
• Mediahuis Connect: Sister advertising sales house under the Mediahuis group in Belgium, selling ad inventory across Mediahuis's Belgian news brands (De Standaard, Het Nieuwsblad, Gazet van Antwerpen). Directly comparable as a sibling publishing-group-owned ad sales operation within the same Mediahuis corporate family.

Broad incumbents

• Funke Media Sales: Advertising sales house of the Funke Mediengruppe in Germany, covering regional newspapers, magazines and digital brands. Comparable as a publisher-owned ad sales operation serving advertisers across print, digital and regional audiences in a neighboring market.
• Lagardère Publicité: Advertising sales arm of Lagardère media group in France, monetizing print and digital brands including Le Journal du Dimanche, Paris Match and Elle. Comparable as an established publisher-owned ad sales operation, though at significantly larger scale and broader portfolio.
• Süddeutsche Zeitung Media: Advertising sales arm of Süddeutscher Verlag in Germany, monetizing the Süddeutsche Zeitung brand and related titles across print, digital and events. Comparable as a publisher-owned ad sales operation with quality-brand positioning and event-driven revenue.
• Axel Springer Media Solutions: Advertising sales operation of Axel Springer in Germany, monetizing Bild, Welt and Business Insider inventories. Comparable as a major European publisher-owned ad sales operation with proprietary ad-tech capabilities, though at much larger scale and broader portfolio.

Emerging players

• Binsfeld: Independent advertising and communications agency based in Luxembourg serving local and regional clients across multiple sectors. Comparable as a Luxembourg-headquartered marketing services competitor, though operating as a creative/communications agency rather than a publisher-owned sales house.
• Hype Luxembourg: Luxembourg-based communications, marketing and advertising agency. Comparable as a local-Luxembourg competitor to Regie.lu's advertiser-facing marketing services, though Hype is a creative agency rather than a publisher-owned media sales house.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC5AAxlypcdDtxYuU3gMwMKA
• Facebookfacebook.com/regiewort
• LinkedInlinkedin.com/company/regie-lu
• Instagraminstagram.com/regie_lu
• TikToktiktok.com/@mediahuis.lu

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Regie.lu