December 27, 2025
New campaign: TUI MAGIC LIFE puts a stronger focus on experiences with 'Like holidays, but epic!'
Hotels & Resorts
The successful “Like Holidays, but Epic!” campaign launches on 27 December
Brand staging will be a strategic focus for TUI MAGIC LIFE in 2026
Its main target groups are couples and families in its core markets of Germany, Austria and the United Kingdom
With the new year approaching, TUI MAGIC LIFE is set to launch a new, high-impact marketing campaign. The campaign's slogan is "Wie Urlaub, nur geiler!" – or "Like holidays, but epic!" internationally. The club brand will focus on an emotional presentation that builds on the previous campaign of the same name. This will emphasise the variety of experiences on offer and the strong sense of community that the brand offers.
The campaign will have an immediate strong presence on connected TV and across social media, supported by additional online and out-of-home placements. "Like holidays, but epic! perfectly embodies the essence of a club holiday with TUI MAGIC LIFE: experiences that offer more — more fun, more adventure, and more entertainment," says Nils Sarbok, Head of Marketing at TUI MAGIC LIFE. “Our ambition is not just to offer guests a holiday, but an extraordinary experience, with everything included in the price.”
The campaign will be rolled out in two phases, each targeting key audiences: couples and families. In addition to digital formats and social media clips, the mix includes influencer activations. The goal is to strengthen brand awareness and consideration in the core markets of Germany, Austria and the United Kingdom further, and to engage communities more strongly.
The successful campaign is now entering its third round. "Like holidays, but epic! perfectly captures the essence of our clubs, strengthening the emotional connection with our guests,” says Nils Sarbok, Head of Marketing at TUI MAGIC LIFE.
Nils Sarbok has been Head of Marketing at TUI MAGIC LIFE since October 2025, responsible for the strategic development of the brand. Previously, he held senior digital marketing roles at TUI Germany.
The campaign will have an immediate strong presence on connected TV and across social media, supported by additional online and out-of-home placements. "Like holidays, but epic! perfectly embodies the essence of a club holiday with TUI MAGIC LIFE: experiences that offer more — more fun, more adventure, and more entertainment," says Nils Sarbok, Head of Marketing at TUI MAGIC LIFE. “Our ambition is not just to offer guests a holiday, but an extraordinary experience, with everything included in the price.”
The campaign will be rolled out in two phases, each targeting key audiences: couples and families. In addition to digital formats and social media clips, the mix includes influencer activations. The goal is to strengthen brand awareness and consideration in the core markets of Germany, Austria and the United Kingdom further, and to engage communities more strongly.
The successful campaign is now entering its third round. "Like holidays, but epic! perfectly captures the essence of our clubs, strengthening the emotional connection with our guests,” says Nils Sarbok, Head of Marketing at TUI MAGIC LIFE.
Nils Sarbok has been Head of Marketing at TUI MAGIC LIFE since October 2025, responsible for the strategic development of the brand. Previously, he held senior digital marketing roles at TUI Germany.
Robinson Club GmbH, headquartered in Hanover 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.
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.
