Marianas Visitors Authority
Far From Ordinary
Putting a world class tourism destination back on the map.
Research, strategy, brand platform, brand identity and a global creative campaign to motivate and inspire locals and visitors alike.
Halting a world class destination’s decline.
The Marianas had a difficult recovery post-COVID. Declining brand perception and awareness were limiting growth and limiting the internal cohesion that a strong tourism brand brings. Our role as brand and creative agency was to help rejuvenate Marianas tourism with a comprehensive strategic plan, new brand and creative campaign launched in multiple markets.
It takes a village to raise a brand.
For the new brand to be authentic it had to be born from the truths of the Marianas and their people. We led stakeholder workshops and field research across the three main islands, plus global trends research with the World Tourism Association for Culture & Heritage and key market research with YouGov. These insights formed the foundations that shaped our response.
Key insights and strategic direction.
Global trends predict that culturally authentic tourism is set to grow globally 180% by 2033. Our local research revealed that the Marianas offer an unusually diverse combination of culture, nature and history, 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.
A Far From Ordinary brand platform.
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.
A brand identity built for contrasts with harmony.
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 to show the Far From Ordinary contrasts of the Marianas in a harmonious and memorable style.
The world’s deepest brand mascot.
With key Asian markets likely to respond to a brand mascot, we set about finding a local creature that could symbolise Far From Ordinary. The Dumbo Octopus was the answer. Found in the Mariana Trench, the Dumbo Octopus is extraordinary, friendly and intelligent. Tested for market acceptance, ‘Mira’ is ready for use on merchandise, signage, educational material and more.
World class creative, all local talent.
An expert nimble team who could work to a schedule but also respond spontaneously was required. Shooting across three islands, with many iconic underwater locations and a cast of all locals ensuring 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.
“Working with Circul8 on our global branding strategy has been truly transformative for the Marianas Visitors Authority. What sets Circul8 apart is their commitment to building from within. Their immersive research and community-led approach ensured that our culture remained the foundation of the story. As a result, Circul8 has given us more than a brand. They’ve given us the clarity and confidence to build a more self-reliant visitor economy and to share the Marianas with the world in a way that feels authentic. I cannot recommend them highly enough.”
Jamika Taijeron, Managing Director, Marianas Visitors Authority (MVA)
