ROBINSON launches international brand campaign “The ROBINSON EFFECT”

• Campaign goes live in Germany, the UK and Portugal, with further markets to follow
• Modern brand presentation with authentic imagery and a diverse cast
• 360-degree strategy with a strong digital-first focus across multiple channels

With its new campaign “The ROBINSON EFFECT”, premium club operator ROBINSON is launching an international brand initiative that positions holidays as inspiring, holistic experiences. The message is clear: it’s not just about relaxation, but about moments that last. Community, movement and culinary enjoyment in a premium setting create experiences that enrich and connect guests. The campaign officially launched on 1 December 2025.

Global from the outset

The campaign was conceived with an international focus from the very beginning and initially rolls out in Germany, Austria and Switzerland as well as in the UK and Portugal. Further markets such as Vietnam and South Korea will follow. This global approach is reflected in the visual concept: the cast has been deliberately chosen to be diverse, featuring international models, ROBINSON team members and influencer Nadine Berneis. Diversity is not a decorative element but an integral part of the brand’s identity.

Authentic storytelling and premium presentation

“The ROBINSON EFFECT” relies on authentic imagery, a contemporary design featuring wave elements and an original music composition that reinforces the premium character of the brand. Content production took place at ROBINSON SARIGERME PARK in Turkey and showcases the brand’s core values in a visual world that conveys inspiration and lightness. “With ‘The ROBINSON EFFECT’ we are adding emotional depth to the brand and creating a platform that responds to global trends and diverse market needs. By focusing on the emotional shift guests feel in their most meaningful moments during their stay, this campaign further strengthens ROBINSON as an international premium club brand,” says Friso Janmaat, Marketing Director ROBINSON & TUI MAGIC LIFE.

The creative concept and visual execution were developed by Hannover-based agency Kochstrasse, combining neuromarketing insights with emotional storytelling and a clear focus on international brand impact.

Digital-first and 360-degree activation

The campaign is designed as a 360-degree initiative with a strong digital-first approach. Key channels include social media platforms such as Meta, TikTok and YouTube, complemented by programmatic advertising, display and connected TV. Print, out-of-home and travel agency window displays provide additional visibility, while owned media such as the website, newsletters and catalogue ensure a consistent brand experience.

Brand message taps into global travel trends

“The ROBINSON EFFECT” addresses key travel and lifestyle trends confirmed by the brand tracker. Holistic wellbeing, social interaction and experience-driven holidays are among the strongest booking drivers. Guests are looking for more than just a hotel – they want stories to take home. The campaign brings these experiences to life in an authentic and emotional way.

About Robinson Club GmbH

ROBINSON Club GmbH, headquartered in Hannover and part of the TUI Group, is the quality and market leader in the premium segment for club holidays. The company brings together two strong brands under one roof: ROBINSON and TUI MAGIC LIFE. With 42 clubs across Europe, Africa and Asia, ROBINSON Club GmbH creates diverse working and holiday environments characterised by variety, internationality and a commitment to sustainable practices.

For more than 50 years, ROBINSON has stood for premium club holidays with a strong experiential focus. In 26 clubs worldwide, the brand combines high-quality gastronomy, sophisticated entertainment and tailored sports and cultural activities with a special emphasis on community. ROBINSON caters to couples, solo travellers, groups and families who value quality and unique experiences during their holiday.

TUI MAGIC LIFE offers one of the most comprehensive all-inclusive concepts on the German market. Its wide range of sports and entertainment activities ensures a varied holiday experience for families, solo travellers, couples and groups – with sport, entertainment and culinary delights all included. All 16 clubs are located directly by the sea and each features its own distinctive profile and focus.