ROBINSON launches global brand campaign ‘The ROBINSON EFFECT’ - Get updated on what's happening in tourism!

ROBINSON has unveiled its new international brand campaign, “The ROBINSON EFFECT”, positioning its premium club holidays as inspiring, holistic experiences. Rather than focusing solely on relaxation, the campaign emphasises moments that resonate long after a trip ends—shaped by community, movement and culinary enjoyment in a premium setting. The initiative went live on 1 December 2025.

Global rollout with a diverse cast

Developed with an international focus from the outset, the campaign initially launches in Germany, Austria and Switzerland, as well as the UK and Portugal. Additional markets including Vietnam and South Korea will follow. This global ambition is reflected in the visual concept: the cast features international models, ROBINSON team members and influencer Nadine Berneis. Diversity is presented not as an aesthetic choice, but as a fundamental element of the brand identity.

Authentic imagery and a modern premium aesthetic

“The ROBINSON EFFECT” builds on genuine storytelling and a contemporary design language with wave-inspired elements and an original music composition that underscores the premium feel of the brand. The production took place at ROBINSON SARIGERME PARK in Turkey, capturing the atmosphere, lightness and inspirational character central to the club experience. “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,” said Friso Janmaat, Marketing Director ROBINSON & TUI MAGIC LIFE.

The creative strategy and visual execution were developed by the Hannover-based agency Kochstrasse, which combined neuromarketing insights with emotional storytelling to maximise international brand impact.

Digital-first activation across all touchpoints

Designed as a 360-degree initiative, the campaign prioritises digital channels. Social platforms such as Meta, TikTok and YouTube play a central role, supported by programmatic formats, display advertising and connected TV. Print, out-of-home placements and travel agency window displays extend the reach, while owned media—including the website, newsletters and catalogue—ensure a cohesive brand presence.

Story-driven travel: responding to global trends

The campaign addresses major travel and lifestyle trends identified in the brand tracker. Holistic wellbeing, social connection and experience-led holidays are strong booking drivers, with many guests seeking stories and emotional value rather than just accommodation. “The ROBINSON EFFECT” captures these impulses and translates them into an authentic, emotionally resonant brand message.

Image Credit: © TUI Group