Summer Like No Other
AROYA Mediterranean Launch
صيف غير أي صيف | From the Red Sea to the Heart of the Mediterranean
After making waves in the Red Sea, AROYA Cruises entered a new chapter—launching its first Mediterranean sailings from Istanbul to iconic destinations like Bodrum, Mykonos, Athens, and Rhodes.
Under the evolved brand message "صيف غير أي صيف", this campaign repositioned AROYA as a regional lifestyle cruise line with international reach.
As Senior Art Director, I led the creative transformation—developing a new main key visual system, crafting regionalized tactical campaigns per itinerary, and guiding how the updated messaging platform would carry over and scale.
🌍 Strategic Repositioning Goals
• Elevate AROYA’s brand from domestic to international (KSA → Mediterranean)
• Maintain cultural relevance while introducing a pan-regional travel allure
• Leverage a flexible messaging framework: from عيد غير أي عيد → صيف غير أي صيف
• Sell out 14 Mediterranean sailings through tailored itinerary-based campaigns
✨ Core Messaging Platform
✴️ Main Tagline:
"صيف غير أي صيف" | Summer Like No Other
A natural evolution of عيد غير أي عيد, reframed for seasonal travel. This maintains message continuity while shifting focus from spiritual/cultural moments to lifestyle and destination appeal.
Brand Voice Pillars:
• Fresh: new destinations, bold tone, modern design
• Premium: aspirational travel for GCC & Arab audiences
• Personal: curated itineraries with emotion-driven content
🧭 My Role & Contributions
• Creative strategy alignment across the Mediterranean expansion
• Art direction for the main KV concept and flexible modular system
• Tactical campaign development per destination
• Messaging localization to balance regional authenticity with global aesthetics
• Creative asset guidance for performance across OOH, digital, and social
From the Red Sea to the Aegean, AROYA Cruises continues to redefine what Arab travel can be. With "صيف غير أي صيف", we crafted not just a summer message—but a new movement in regional luxury tourism.
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