Saudi Arabia’s inaugural cruise line, Aroya Cruises, set sail with an ambitious vision: to bolster the Kingdom’s Vision 2030 and redefine Saudi Arabia as a premier global tourism destination.

Positioned to become a national icon, Aroya required a sonic ecosystem that could navigate the rich cultural currents of the region while setting a new standard for sonic branding in the luxury travel sector.

Challenge

In a country where tradition and modernity regularly collide, the challenge was to capture Aroya’s ‘Remarkably Arabian’ brand essence with something remarkable enough to stand out globally, yet still undeniably rooted in local culture.

All while crafting a sonic system that would integrate across every brand touchpoint – from brand communications to immersive on-board and on-shore experiences, including Aroya’s sponsorship of Al Nassr’s football team.

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Approach

Our creative journey embarked on a deep dive into Aroya’s core identity, anchored by three foundational pillars:

Remarkably Arabian

We wove together traditional Arabic instruments and melodies, leading with a soulful Oud riff. Arabian percussion and the delicate melodies of the ney flute were layered in, creating an authentic and rich sonic palette that reflects the artistry and passion of Arabian culture.

The Sound of Dream Waves

Embodies Aroya’s promise of dreamlike voyages across the Red Sea. We created fluid, immersive soundscapes that echo the rhythmic motion of the sea — gentle, yet dynamic. Natural sounds like crashing waves and birdsong were carefully incorporated, pulling listeners into the serenity of an open-sea adventure. At the heart of this experience is the brand’s sonic logo – a six note melody that rises and falls like waves, symbolising endless possibilities.

The Gasp of Inspiration

We set out to capture the awe-inspiring moments Aroya delivers. The music reflects those ‘gasp’ moments of pure wonder — whether it’s witnessing a breathtaking sunset or experiencing the beauty of life at sea aboard Aroya Cruises.

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Solution

We delivered a comprehensive sonic ecosystem that extends well beyond traditional music, including tailored adaptations, precise sonic guidelines, and intuitive UX/UI sonic assets.

From custom playlist transitions and a signature PA announcement tone to an exclusive opening ceremony soundtrack and even celebratory ship horn blasts at Al Nassr football games – every element works in harmony, creating a cohesive, memorable sonic system.

Our work has already garnered industry attention, securing 2 consecutive wins at the 2024 & 2025 Transform MEA awards with Gold for Best Sonic Branding Evolution and Silver for Best Use of Audio Branding.

"It was a pleasure working with MassiveMusic to produce Aroya Cruises' sonic brand identity. I believe this piece of music will live on with the Aroya Cruises brand for years to come."
TURKI KARIMarketing Executive Director
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