Myanmar, early in its quest to become a tourism magnet, has released its first ever nation branding campaign, as a TV commercial and branding booklet, with the new tagline, “Let The Journey Begin.” As one of the hottest new destinations on the circuit, the country wants to show the best of what it has to offer, and the full video tries to do that.

As any tourism or nation branding video would, this is PR putting its best foot forward, with gloss. Cliches abound as the video goes through the well worn tourist circuit in the country: Yangon, Bagan, Bago, Inle Lake, Mandalay, Padaung tribe “long neck” women, lots of lots of pagodas and others.

But then, that’s what most of the tourists are going there for, so understandable that in its first ever campaign, it sticks to the tried and true icons in marketing the country.

The campaign, created by Irish international marketing firm ImageDiplomacy, is being shown on BBC World and Channel News Asia.

The full branding video showreel:

The branding booklet distributed at WEF: