When I was living in Uzbekistan,the only English TV channel available was BBC World News. This was a little surprising given that BBC journalists had been banned from the country for several years at that point, but I was grateful for it. When watching Russian dubs of Mamma Mia palled (hard to believe, I know, but it happens), the BBC was my background noise of choice. Since they can’t use commercial advertising, the breaks between the updates on the antics of minor members of the royal family, studio audiences in Qatar arguing over US foreign policy, and interviews with African Union delegates which constitute most of BBC World’s output were filled with promotional shorts from the tourist boards of various countries. You know the kind: spectacular scenery/wildlife/ruins interspersed with shots of an attractive tourist couple being hugged by local children all improbably wearing national costume, learning traditional dances from nice young ladies in spiffy hats, and buying each other necklaces in the shiny new shopping malls, all set to an exciting soundtrack (cliché-filled narration optional) and finished off with a slogan of superb banality and/or incomprehensibility.
In the absence of any other TV, I became quite the connoisseur of these little promos. Back then, BBC World was dominated by Incredible India (I actually quite like this one) and Malaysia Truly Asia (snooooresville) with a sprinkling of South Africa: It’s Possible (the narration wins a prize for the most clichés packed into a minute, and believe me, the competition is stiff in this genre), all countries with well-funded tourist boards that could afford to get these commercials run multiple times a day. However, like all the best trainspotters, I was much more excited by the more elusive appearances from countries with slightly less generous marketing budgets; quite a few, now that I look back on it, came from the corner of the world I’m currently exploring. Kosovo: The Young Europeans (not so much a tourism promo as a political statement), Montenegro: Wild Beauty (featuring a flying mermaid) and Croatia: The Mediterranean As It Once Was (what happens when a advertising company decides it can’t be bothered and just throws a bunch of random clips together) all showed up only once a month or so and were savoured accordingly. But how ever frequently they aired, they are all pretty similar. Mostly they are pretty uninspired. Sometimes they are hilarious (see above re: flying mermaids). Very rarely do they actually pique my interest in a particular country.
The one exception was one I only ever saw a couple of times, but it really stuck with me. It covers all the standard ground (scenery! ruins! dancing!) but you can tell that some genuine thought has gone into it (it even has a framing device!). There are some ill-advised costuming decisions (why is there even a caveman in the first place?), but also some really tasty-looking watermelon. There is a small child involved, but she somehow manages to avoid murderous levels of annoyance. They do not stint on the icons and archaeology. Congratulations, Macedonia, you have my attention.
All of which is an incredibly long-winded way of saying that this evening I’m flying to Macedonia for a week and I cannot wait. If there aren’t lakeside ladies folding sheets on their heads (what?) I’m going to be terribly disappointed.