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My next goal in life: create the best country branding campaign for Bulgaria!

But until then, let me show you what one of our favorite neighbors, Serbia, came up with their 2011 campaign. This marketing campaign puts a very innovative twist on country branding. Instead of focusing on historical, natural, and architectural sites as most such promotional videos do, Serbia has chosen to focus entirely on food.

They are very smart to do so because the Balkan cuisine is one of the most delicious in the world (I’m being objective here, honestly)! And although most of the foods they present here are common to several Balkan countries, Serbia has succeeded in personalizing this spot and making it feel unique. My only little critique is that I wish they had put typical Goran Bregovic rhythms in the background!

The message of the video is very clear: Serbia has great food produced in a clean, sustainable way. The country is heaven for those seeking an authentic food experience, village tourism or bio tourism. The simplicity of Serbian (and Balkan) cuisine is what makes it so tasty: fresh, natural ingredients that are full of flavor, juices, and aromas.  Notice that the spot is focusing on the ingredients themselves rather than the meals that can be prepared with them: so once again, it’s about the simple pleasures in life… in Serbia.

This promo video is a delight to the eye, to the taste buds, and to the soul, and I hope it attracts many tourists to Serbia!

… But, as I was looking through some forums regarding the above video, I came upon another promotional video, this time from out other beloved neighbor, Macedonia. The two videos, unfortunately, are surprisingly similar. The Macedonian one is from 2010 and once again represents a journey through the country as a journey through honey, wine, succulent meats, and enticing spices. The voice over says: Македония, мала земя, голема храна. Македония, вечна. – Macedonia, small country, great food. Macedonia, timeless.

Eh, what can I say… I guess we on the Balkans are not so creative after all… Which video do you like more?

You might also enjoy:

Branding Romania: Creative Ads

Bulgaria: Magic Lives Here. The campaign the whole nation dislikes. 

Socialism Sells: What makes Soc-themed ads so successful in Bulgaria

Dimitar Berbatov, The Brand

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