The Marianas had faced a difficult recovery post-COVID. Declining brand perception and awareness were limiting growth and limiting the internal cohesion that a strong tourism brand brings to help stakeholders unify and rise together. Our role as brand and creative agency was to help rejuvenate Marianas tourism with a comprehensive strategic plan, new brand and creative campaign launched across multiple markets.

For the new brand to be authentic and effective it had to be born from the truths of the Marianas and their people. We conducted internal stakeholder workshops and field research across the three main islands plus global tourism trends research through the World Tourism Association for Culture & Heritage and key market research through YouGov. The insights gathered formed the foundational truths that shaped the brand and campaign.

Research told us that culturally authentic tourism is set to grow globally 180% by 2033, and that the drivers of travel for key markets were culture, nature, history. Our local field research revealed that the Marianas offer an unusually diverse combination of experiences, unlike that of any other Pacific Island. Our strategic focus was therefore to position the Marianas for curious travellers who want something beyond the ordinary hotel and pool holiday.

Far From Ordinary is a single-minded promise to inspire those who seek something far from their ordinary lives and far from the ordinary destinations they know. More than a tagline, Far From Ordinary is also a rallying cry for the people of the Marianas to be proud of their unique cultural diversity, and a guiding promise and intention for what should be offered and promoted by Marianas’ tourism partners and stakeholders today and in the future.

The new identity brought together tradition, culture and place in a contemporary design that represented both the past and the future. The brand mark and brand architecture was consolidated across applications and a design system using combinations of images was built in order to show the Far From Ordinary contrasts of the Marianas in a harmonious and memorable style. Full brand guidelines covered platform through to comprehensive executional detail.

With key Asian markets likely to respond to a brand mascot, we set about finding an appealing local creature that could symbolise Far From Ordinary. The Dumbo Octopus was the answer. Found in the Mariana Trench, the world’s deepest part of the ocean, the Dumbo Octopus is extraordinary but also friendly and intelligent. Tested for market acceptance, the final version design named ‘Mira’ is ready for use on merchandise, signage, educational material and more.

With our experience shooting multiple locations in a short space of time we knew that an expert, nimble team who could work to a schedule but also respond to spontaneous opportunities was required. Shooting across three islands, with many iconic underwater locations and a cast of all local talent to ensure authenticity and community support, we delivered a range of world class assets that told the story of the Marianas in a way that even the locals hadn’t thought possible.