Countries spend alot of money on branding these days; you've probably seen those lavish advertisements on television, for "Incredible India" or "Magical Kenya".
Less celebrated countries, like Kazakhstan, Armenia and Montenegro have got in on the act, trying to throw off negative stereotypes, and project images of beautiful, sun-kissed lands, rich in heritage, with friendly people who are eager to greet visiting tourists and businessmen.
Now, Kosovo has done the same, with a well-produced 60 second film, coming soon to a television screen near you.
If you can't wait, here it is: