SERBIA ISLAND -- Serbia Island is a piece of untouched nature. This single-sim extension of real life Serbia opened in late September by the European advertising and marketing agency, Publicis Groupe.

The island is appropriately named"Under Construction." So far, it has a public square where all the events are held, and a couple of info-spots and drop-boxes to communicate with the Ministry of Diaspora.

"We are not in the hurry. There is just one chance to make the good first impression," says Žaklina Pušić, general manager of Publicis Groupe Serbia.

Despite the unfinished sim, Serbia Island is forming a community of regular visitors. The Ministry of Diaspora is a partner on the project. Its role as government's representative in Second Life is not to create a virtual embassy as much as to make contact with residents who live out of Serbia. There are two million to four million Serbs, many of them second or third generation, who live out of the country. The ministry is reaching out to the Internet-savvy younger generation.

Minister Milica Čubrilo finds Second Life a great tool in her mission. "Many [Serbs] don't know there is Ministry of Diaspora, or they are on negative terms with official institutions. This way we hope to make connections in a less formal way of communication, with people who usually don't approach state institutions." She notices that many are surprised when they come to the island and find the government representatives using cutting-edge means of communication. "That is what actually improves our image."

The Ministry building will be the first built on the island. Publicis Groupe launched a contest for the building's design, and from 350 entries, five were selected for the second round. In the next two weeks, visitors of the island and the Web sites of Publicis and Ministry will vote for the winner.
Also on the drawing board is a virtual Museum of Nikola Tesla and a virtual edition of Exit festival , which recently won the Yourope Award for Best European Festival. It is widely recognized as an image of new, progressive Serbia.
Besides promoting the country and making contact with the diaspora, Serbia Island has commercial plans too. Telekom Srbija, the national telephony and internet provider, are the main sponsor of the project and paid for the island and the monthly tiers. Many other large companies are expected, such as tourist agencies, banks and more.
The Second Life hype in Serbia is yet to come. Local media are still learning what an avatar is and that Second Life is not a Web site nor a computer game. Serbia has yet to see the negative press that focused on gambling and underage cybersex in-world.
On the other hand, Second Life is an opportunity for a small country to market itself without huge investments.

Pušić says it is probable that new sims will be added next year. Details regarding the number of Publicis staff devoted to the Serbia Island build were unavailable. Publicis Group has 8,900 employees and 251 offices in 82 countries.

In September, the population of Serbs that logged into Second life grew to 700. Meanwhile, in the Second Life group Srbija, there are 70 active members.