A Western Pacific archipelago most Aussie travellers couldn’t pinpoint on a map (that’s if they were even visible, so small are these islands) is making a play for their next holiday.
The Marianas Visitors Authority (MVA) has unveiled Far From Ordinary – a new global brand platform designed to attract travellers seeking adventure, authenticity and connection to culture.
“The new brand celebrates who we are, a place of deep heritage and genuine warmth, while positioning us for future growth,” Marianas Visitors Authority Managing Director Jamika Taijeron said.
“It gives us a powerful, unifying message for our community and partners, and a clear invitation for travellers seeking something truly extraordinary.
“The Marianas is not about being the biggest or the busiest, it is about being unforgettable.”
Developed with Australian creative agency Circul8, the campaign aims to redefine the Northern Mariana Islands – Saipan, Tinian and Rota – as destinations where culture and nature meet.
The refreshed identity draws inspiration from the islands’ celestial heritage, vibrant seas and storied past, positioning the Marianas as “remote but connected” and anything but your typical island escape.
“From the beginning, our goal was to create a brand that the Marianas community could own and the world could fall in love with,” Circul8 Founder and Managing Director Alana Stocks said.
“We immersed ourselves in the islands’ stories, their dual indigenous cultures and celestial navigation traditions. ‘Far From Ordinary’ emerged as a truth that honours what makes The Marianas incomparable: it is surreal, deep and real in equal measure.”
The campaign rollout will include multilingual marketing, social storytelling, a global website refresh and most importantly for travel advisors, new trade assets.
“Creatively, our aim was to uncover a voice and visual language that could only belong to the Marianas,” Circul8 Creative Strategy Partner Phil Watson remarked.
“The islands are a world apart from our ordinary lives, but the spirit of their people and place connects deeply with travellers seeking meaning.
“The result is a brand that feels alive, contemporary and true to its roots without overselling it.”
According to MVA, recent YouGov research revealed that most travellers want immersive and sustainable experiences – something it claims it offers in spades.
“The research confirmed what we felt intuitively,” Stocks said.
“People are craving destinations that feel genuine and alive, where the experience is grounded in nature and community. The Marianas embodies that perfectly.”
For more info on the MVA, click here.
KARRYON UNPACKS: Australia’s creative fingerprints on this rebrand could help raise the Marianas’ profile in a market ripe for rediscovery.
