“Be the First”
AROYA’s First Sailing Conversion Campaign
يلا كروز – December Launch to the Red Sea
December 2024 marked a historic moment for AROYA Cruises: our first official sailing. Following the success of the brand launch and the initial conversion campaign, Wave 2 shifted the focus to something bolder—selling the specific experience, not just the idea of cruising.
As Senior Art Director, I led the campaign’s creative direction, visual language, and thematic expansion. We designed a multi-layered campaign that merged excitement, exclusivity, and cultural relevance—positioning AROYA as the winter destination for Saudis and GCC travelers.
🧭 Strategic Positioning
From Concept to Conversion:
Wave 1 introduced “Yalla Cruise” and educated the market. Wave 2 sold a real journey—with real destinations, real performances, and a tangible, unforgettable experience.
Wave 1 introduced “Yalla Cruise” and educated the market. Wave 2 sold a real journey—with real destinations, real performances, and a tangible, unforgettable experience.
Key Objective:
Sell out December sailings by promoting exclusive content (Petra, private islands, Abadi Al Johar, Tamer Ashor & Zeina Emad concerts, and first-sail bragging rights)
Key Insight:
Saudis value first-time experiences, status-driven brag moments, and winter celebrations—especially when travel options are limited.
✨ Creative Concept: “Cruise Our Limitless Experiences”
Theme:
Celebration, exclusivity, and adventure for first-time cruisers
Key Message:
Be the First. First to sail. First to experience. First to share.
Creative CTA System:
Evolved “Yalla” format with seasonal micro-drivers:
• يلا كروز
• يلا مرح، يلا نلعب، يلا نسهر، يلا نحتفل
• يلا جزيرة، يلا شرم، يلا عقبة
This wasn’t just a first sail. It was a cultural first.
Through smart creative segmentation and bold design, AROYA’s first sailing campaign didn’t just sell cabins—it sold status, pride, and memorable moments at sea.
This project is a celebration of regional insight turned into brand power.
#AROYA #YallaCruise #FirstSailing #SaudiCreatives #RedSeaCruise #LuxuryTravelDesign #CulturalMarketing #ArabicTypography #EntertainmentDesign #BehanceGCC #AbadiAlJohar #TamerAshor #ZeinaEmad #AdbulmajedAbdula #زان-الجو
