The Republic of the Marshall Islands has appointed RUN Aotearoa to lead a global tourism rebrand aimed at positioning the country as a destination on the world stage. An in-market visit is planned to support research, photography and film production, with community engagement set to shape the brand and platform.
Laura Cibilich said it was a dream to have the chance to build a brand for a country, and said the team felt privileged to spend time with Marshallese people and hear their stories. She said the goal is to share the Marshall Islands narrative in a way that honours its people, culture and environment.
The effort is being supported by funding from the U.S. Economic Development Administration and comes as the country works to strengthen its global positioning. RUN Aotearoa, which has worked with destinations across Aotearoa New Zealand and the Pacific, was recently selected to lead a Pacific-wide campaign to phase out single-use plastics in tourism with the Pacific Tourism Organisation and the Secretariat of the Pacific Regional Environment Programme.
The rebrand gives the Marshall Islands a single, higher-profile platform to tell its story, but its success will depend on whether the final identity feels rooted in local voices rather than imported by an outside agency. That balance will be tested during the planned visit, when research and filming move from concept to lived experience.
