Ramadan Beyond the Horizons
AROYA’s Floating Destination
يلا شعبنة → يلا رمضان | A Cultural Retreat at Sea
📝 Project Overview
During Ramadan 2024, AROYA Cruises made history with the world’s first Ramadan-themed floating destination—a cruise experience docked at Jeddah Yacht Club. In a season typically known for spiritual stillness and minimal travel, this campaign reshaped behavior and created a new cultural moment in Saudi Arabia.
As Senior Art Director, I led the creative vision for this pioneering initiative—from concept and key visuals to art direction and communication flow. This campaign blended hospitality, spirituality, and heritage under one bold idea: Ramadan Beyond the Horizons.
🔍 Background & Opportunity
In Saudi Arabia, Ramadan is sacred—a time for family, reflection, and generosity, not for vacationing. But rather than challenge these values, AROYA embraced them.
The ship didn’t sail. It became a stationary haven of tradition, offering guests overnight stays, floating iftars, cultural storytelling, and heritage décor—rooted in Saudi aesthetics and spiritual ambiance.
✨ Campaign Concept: Ramadan Beyond the Horizons
• Idea: Transform the cruise ship into a grounded Ramadan destination
• Tagline: "Ramadan Beyond the Horizons – على مد البحر"
• Symbolism: “Mad Al Bahar” evokes generosity and boundless experience, now tied to AROYA’s hospitality
• Design Essence: Heritage textures, candlelight ambiance, soft golds, Arabic typography, family moments
🛟 My Role & Creative Contribution
• Theme Development & Communication Strategy
• Art Direction & Main Visual System
• Creative Messaging for digital, OOH, and radio
• Visual Assets for Iftar invites, cultural night themes, call-to-action banners
• Collaboration with Content, Media, and Events Teams
📊 Results & Impact
🚢 Cruise sold out for the last 2 weeks of March
👥 4,000+ onboard visitors
📊 2,000+ daily footfall average
💻 448,000 website visits
📈 108M impressions, 17M reach, 686K clicks
📞 High booking volume via both online and call center
The cruise didn’t sail—but it moved the market.
AROYA’s Ramadan Floating Destination was not a deviation from tradition, but a celebration of it. A creative vision rooted in cultural insight became a sold-out experience, a strategic benchmark, and a proud moment for Saudi creativity on the sea.
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