The Marianas Visitors Authority has unveiled a bold new global brand platform called **Far From Ordinary**, positioning the Western Pacific islands as a must-visit destination for travellers from Asia, the United States and beyond
Developed with award-winning Australian B Corp-certified creative agency Circul8, the new brand celebrates the Marianas’ cultural authenticity, stunning natural beauty and endless adventure. It highlights a destination that is remote yet deeply connected to its people and heritage
The brand emerged from six months of strategic and creative work with Circul8, the MVA team, tourism strategists Carolyn Childs and Chris Flynn, and input from local stakeholders across Saipan, Tinian and Rota. Research engaged more than 9,000 participants across Japan, South Korea, Taiwan, Hong Kong, China and the United States
“From the beginning our goal was to create a brand that the Marianas community could own and the world could fall in love with,” said Alana Stocks, Founder and Managing Director of Circul8. “Far From Ordinary honours what makes the Marianas incomparable. It is surreal, deep and real in equal measure”
Phil Watson, Creative Strategy Partner at Circul8 added, “The islands are a world apart from ordinary life, but the spirit of their people connects deeply with travellers seeking meaning. The brand feels alive, contemporary and true to its roots”
The visual identity draws on the Marianas’ skies, seas, local textures and celestial heritage while campaign content showcases experiences such as diving World War Two wrecks, stargazing over the Mariana Trench and exploring Chamorro and Carolinian cultural sites
YouGov research found 58 per cent of global travellers seek immersive experiences while 46 percent prioritise sustainability when choosing destinations. In markets like South Korea and Taiwan more than 60 percent of travellers are looking for adventure and authentic cultural experiences placing the Marianas in a strong position to attract these audiences
“People are craving destinations that feel genuine and alive where the experience is grounded in nature and community. The Marianas embodies that perfectly” Stocks said
For the MVA Far From Ordinary is a tool to rebuild the islands’ tourism economy and expand global appeal
“The new brand celebrates who we are while positioning us for future growth” said Jamika Taijeron, Managing Director of the Marianas Visitors Authority. “It gives us a 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 busiest it is about being unforgettable”
The rollout will include multilingual campaigns, a new mascot, updated global website, trade and digital assets, social content and video series highlighting local people and experiences.
The branding project, launched earlier in 2025, is designed to revitalise the destination’s global image and support sustainable tourism growth while reflecting local voices and values.
