Robbie Williams on Board – Our Campaign for TUI Cruises and the Mein Schiff Relax

On Monday, our new awareness campaign for TUI Cruises was launched. Together with Robbie Williams, the new well-being ambassador for Mein Schiff Relax, we’ve created an exciting 360-degree communication campaign, which is being rolled out across the DACH region and the Netherlands.

The campaign in detail

Our aim was to bring TUI Cruises' unique concept of well-being to life in an emotional yet concise way across various media formats. From TV spots to social media and digital out-of-home (DOOH), we developed a comprehensive portfolio of communication measures to deliver the Mein Schiff Relax message to the right audience.

We implemented the following formats:

• 6-second TV spot: Short and punchy, designed to capture immediate attention
• 30-second CTV spot: A more immersive portrayal of the relaxing atmosphere on board
• Online videos & YouTube: Tailored for the digital audience
• Radio spots and DOOH: Reaching the target group on the go
• Social media & display ads: Strong digital presence for maximum reach
• ePaper, website, CRM, and newsletters: Activating the existing customer base
• Videos for travel agencies: For targeted communication with customers on-site
• Print ads, launching in October, will complete the campaign.

Putting a unique experience in the spotlight

The goal of the campaign is to make the relaxing yet luxurious atmosphere of the Mein Schiff Relax both visually and audibly tangible. The balance between well-being and adventure, perfectly embodied by Robbie Williams as the ambassador, serves as the guiding theme. The focus is on showcasing the ship’s unique retreats and experiences.

With the successful execution and widespread presence across various media channels, we ensure that the Mein Schiff Relax experience reaches guests well before their first voyage.