With the goal of raising awareness and attracting more Japanese tourists to the Northern Mariana Islands, I led a travel campaign that included a hero film, digital out-of-home (OOH) placements, social content, and influencer collaborations.

The campaign centered around the concept of “Mariana Blues,” which represented not just the colors of the islands but also a metaphor for their untouched beauty, uniquely yours to discover. With undertones of being Bluer, Warmer, and Closer, the campaign film highlighted the distinct charms of each island while embracing a community-first approach.

The campaign’s final slogan encapsulated its message: Between you and I, all of this is for us.