MVA rolls out ‘Far From Ordinary’ global brand, unveils Dumbo octopus mascot

11/10/2025 - The Marianas Visitors Authority has unveiled a bold new global tourism brand built around the slogan “Far From Ordinary” and introduced a friendly new mascot named Mira, a Dumbo octopus inspired by the mysterious depths of the Mariana Trench.

The rebrand launch, which took place last Nov. 7 during MVA’s General Membership Meeting at the Saipan World Resort, marks a major milestone for the Commonwealth as it seeks to rebuild its visitor industry, which has struggled in recent years due to flight disruptions and sluggish post-COVID-19 recovery.

MVA managing director Jamika Taijeron said the new brand reflects both a forward-looking vision and a deep sense of place.

“We've invested in laying the foundation for a brand that can carry us into the next 20 years and beyond. This new identity is something we can all build upon, our residents, our businesses, and our visitors, together... Through these efforts, we will develop new tourism products, boost demand, and review investor confidence in the Marianas. We're truly excited to unveil this brand,” she said. 

Developed by Circulate, an award-winning Australian B Corp.-certified creative agency, the new brand and visual identity took shape after six months of research, design, and community engagement. Circulate’s team worked closely with local partners and industry stakeholders to ensure that the Marianas’ story would be told authentically—from within.

Agency founder and managing director Alana Stocks said the project began with one guiding principle: authenticity.

“I want to acknowledge all the local people and industry partners whose input has actually been integral to developing this project. It was very important from the outset that this brand could represent the community by being built from within.”

The agency’s creative strategy partner Phil Watson said the phrase “Far From Ordinary” serves as both a marketing platform and a rallying cry.

“The meaning of ‘Far From Ordinary for the people of the Marianas, for example, is that it's a rallying cry to be proud of the Marianas' unique cultural diversity. For visitors, far from ordinary is an invitation to experience something very different to their ordinary lives and the destinations they've visited in the past. For tourists now and in the future, ‘Far From Ordinary’ sets a promise and an intention of what should be offered and promoted,” he said.

The new visual identity blends traditional and modern elements. The redesigned Marianas logo features stylized latte stones, representing the islands’ heritage, and 14 subtle underlines symbolizing the 14 islands of the archipelago.

Mira, the new mascot, embodies the same spirit. Modeled after the Dumbo octopus, a rarely seen creature from the ocean’s depths, Mira represents both the mystery and friendliness of the Marianas.

“Mira is a ‘Far From Ordinary’ creature from the depths of the Mariana Trench. It represents the unusual and mysterious qualities of our island. While also being very friendly and welcoming, of course, just like the Marianas people,” said Watson.

The branding campaign was tested across key source markets—including Japan, Korea, and China—and received positive response for its emphasis on authenticity and cultural depth. According to Circulate’s tourism research partner Carolyn Child, the new brand performed strongly in all measured categories, with a marked increase in destination appeal and traveler interest.

“I believe this could be the next 100% pure New Zealand, and I think when we see it, and I so wish I could talk more about it, I wish I could be in the room with you when we see it, it really is something that the whole community can get behind.”

The “Far From Ordinary” campaign will now roll out globally through digital channels, trade shows, and co-op marketing with airline and travel partners. MVA said it plans to integrate the new brand across all platforms, events, and promotional materials, including local events such as Taste of the Marianas and Hell of the Marianas.

The new brand also aligns with MVA’s FY2026 tourism recovery goals, which include stabilizing air service, rebuilding visitor demand, and achieving a sustainable rebound from the post-pandemic downturn. 

With projected air seat capacity dropping 25% to around 193,000 seats next fiscal year, Taijeron said MVA is banking on the “Far From Ordinary” campaign to reignite global interest and attract new visitors from diversified markets.

“Unified under one strong and authentic Marianas brand, our focus in FY26 is to enhance the visitor experience by strengthening the quality, accessibility, and cultural authenticity of on-island offerings, to drive sustainable visitor demand through strategic partnership, diversified source markets, and targeted digital marketing campaigns, and to strengthen stakeholder alignment and industry resilience by fostering unified cross-sector collaboration that supports long-term growth and sustainability,” she said.

Report by Mark Rabago