AROYA Cruises "A New Era of Saudi Cruising"
A New Journey. A Remarkably Arabian Experience.
Project Type
Integrated Campaign / Brand Communication / Film / Photography / Art Direction
My Role
Creative Development / Art Direction / Visual Storytelling
Client
AROYA Cruises
Location
Saudi Arabia
Project Overview
AROYA Cruises introduced Saudi Arabia’s first cruise line, opening a new chapter in the Kingdom’s tourism and leisure industry.
As part of the wider creative team, I contributed to the brand’s journey from early launch communications to its first sail and seasonal campaigns, helping introduce cruising to a market where the experience was still new.
The Challenge
Cruising was a relatively unfamiliar travel category for many Saudi consumers.
The challenge was not simply promoting a holiday product, but introducing a new way of traveling that could feel both exciting and culturally relevant. We needed to communicate a premium international-style cruise experience while maintaining a strong connection to Saudi hospitality, traditions, and everyday culture.
The Creative Idea
We wanted cruising to feel closer to home.
Instead of portraying it as a distant luxury experience, we built the creative approach around Saudi cultural familiarity, playful communication, hospitality, and the excitement of discovering something new.
Two memorable campaign messages, على مد البحر and يلا كروز, helped establish a recognizable, locally resonant tone of voice.
Bringing It to Life
The creative journey unfolded across several phases of the brand’s development.
Our involvement spanned creative brainstorming, planning, photography, storyboarding, production, brand communications, and seasonal campaign development. The work extended across Ramadan, Eid, the first sail, entertainment experiences, and other major campaign milestones.
One notable public-facing moment was the Ramadan activation that positioned the ship at Jeddah’s Art Promenade, making the vessel itself a visible attraction and introducing the experience to people beyond its passengers.
Across the journey, we developed communications designed to build familiarity, excitement, and an emotional connection with Saudi travelers.
The Work
First Sail Communications
Launch and Booking Communications
يلا كروز — Entertainment
Eid Campaign
Saudi Founding Day
Film and Production
My Contribution
Creative development, visual storytelling, art direction, campaign planning, photography development, storyboarding, production collaboration, and seasonal campaign execution as part of the broader creative team.
