• 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.

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.

“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.

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.

“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.