The new AROYA Cruises brand identity reflects modern Saudi Arabia, blending traditional Arabic motifs with contemporary design principles. This represents the evolving tourism narrative heralded by the birth of the first Arabian cruise line of the modern era. Even before the first ship sets sail, it has made a deep impact on society and created keen anticipation.

In an era of dynamic change, Saudi Arabia is embarking on an ambitious journey to transform travel and tourism. At the vanguard of change sits AROYA Cruises, Saudi Arabia’s first cruise line. A symbol of the nation's cultural and economic metamorphosis.

Blending deep-rooted traditions with global aspirations, AROYA Cruises is an icon of progress that embodies Saudi Arabia’s vision to diversify its economy and enhance its global tourism standing.

In order to engage primarily Saudi, but also regional and international audiences, AROYA Cruises is ‘Remarkably Arabian’ built on values of hospitality (‘Hafawah’) and commitment to world-class service.

The launch marked a key moment in Saudi Arabia's cultural story, showcasing its readiness to offer Saudis an entirely new travel experience and share its journey with the world.

Situation:

Saudi Arabia's tourism industry is experiencing rapid expansion and innovation with ambitious targets, necessitating a unique brand identity for its first cruise line, AROYA Cruises.

Brief:

To establish AROYA Cruises as a pioneering brand that embodies Saudi Arabia's rich heritage and futuristic aspirations, appealing to both local and international travelers.

Objectives:

Create a brand identity that captures the ‘Remarkably Arabian’ spirit, positioning AROYA Cruises as an innovator in the premium cruise industry and enhancing the Kingdom's tourism appeal, principally for Saudis, but also for regional and global targets.

Budget:

Not Available.

Project Scale and Volume:

Extensive, encompassing branding, design, marketing strategy, and customer experience across various platforms and mediums.

The creative idea behind AROYA Cruises’ brand identity was to fuse seamlessly the Arabic and English languages within a visual mark inspired by the Red Sea itself.

Brand Relevance:

AROYA, merging 'ARABIA' and 'ROYA' (Arabic for 'Vision'), symbolizes the blend of Saudi Arabia’s heritage and global future within the travel and tourism industry. Its logo reflects Saudi's nautical tradition and progressive vision, positioning AROYA Cruises as a symbol of Saudi Arabia's ambitious tourism aspirations.

Target Audience:

Catering to a broad demographic, AROYA Cruises targets both local Saudis, regional Arabs and international tourists seeking a premium, culturally rich offering, establishing the brand as a pioneer in developing the Kingdom’s tourism portfolio.

Elements/Integration:

AROYA blends maritime-infused design with Arabic calligraphy.

• The brandmark's balanced Latin type A’s represent a cruise ship’s prow.

• Their crossbars are curved like a wave.

• The icon inside the O is fluid Arabic calligraphy and reads ‘AROYA’.

• The blues are graduated, capturing the Red Sea’s shallows and depths.

Touchpoints:

Consistency across the ship's exterior, crew uniforms, promotional materials, resulted in a unified brand delivery.

Materials, Style, Design Choices:

Design elements balanced universal resonance with the Red Sea’s properties for Saudi, regional and global impact.

Development/Process:

Multiple approaches were tested against key strategic considerations before the final iteration was selected.

Campaign Elements:

Online, outdoor, print, in-stadium touchpoints. Al Nassr Football Club partnership saw the brandmark adorn iconic footballers’ jerseys.

Approach:

Balances digital and physical advertising for maximum brand recognition.

Scale:

National and international reach embedded AROYA Cruises within the consciousness of Saudi, regional and global audiences.

Value Added to Brand:

AROYA Cruises was a brand launch. From zero awareness, It has achieved an Advertising value Equivalent of over $2 million and a PR Value of over $6 million worldwide in less than 9 months.

Value for Consumer:

The launch positioned AROYA Cruises as a pioneer in Arabian cruising, offering consumers unparalleled cultural immersion within a maritime context.

Reach / Cultural Impact:

The reach of social media campaigns was immense, with a single post accruing over 10 million impressions and the AROYA Cruises - Al Nassr Launch Film garnering 82 million views. Global reach through PR support alone is estimated at almost 213 million.

Sales:

Not applicable until tickets go on sale later in 2024.

Achievement against Brief:

AROYA Cruises’ launch has not only diversified Saudi Arabia's tourism offering, it is also galvanizing the Kingdom’s economy, targeting 1.3 million extra visitors per year within a decade.