ROBINSON launches international brand campaign “The ROBINSON EFFECT”

 

ROBINSON has unveiled a new global brand campaign, “The ROBINSON EFFECT,” positioning its premium club holidays as meaningful, experience-driven escapes that go beyond relaxation. The campaign focuses on the emotional impact of travel – community, movement and culinary enjoyment in a premium environment – and officially launched on 1 December 2025.

Developed with an international outlook from the outset, the campaign is live in Germany, Austria and Switzerland, as well as in the UK and Portugal. Additional markets including Vietnam and South Korea will follow. This global approach guided the visual strategy, with a deliberately diverse cast featuring international models, ROBINSON team members and influencer Nadine Berneis. Diversity is presented not as a design addition, but as a core part of the brand’s identity.

Authenticity plays a central role in the campaign. Produced at ROBINSON Sarigerme Park in Turkey, the visual world uses contemporary design elements, wave motifs and an original musical composition to reflect the premium positioning. The imagery highlights the brand values through natural, unfiltered storytelling that communicates inspiration, movement and lightness.

Also read → Thomas Meyer joins the management of Robinson Club GmbH

“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,” said Friso Janmaat, Marketing Director ROBINSON and TUI Magic Life.

The creative concept and execution were developed by Hannover-based agency Kochstrasse, combining neuromarketing principles with emotional storytelling to maximise international brand impact.

Designed as a 360-degree campaign with a digital-first focus, “The ROBINSON EFFECT” activates across Meta, TikTok and YouTube, supported by programmatic advertising, display and connected TV. Print, outdoor placements and travel agency window displays extend visibility, while owned channels – including the website, newsletters and catalogue—ensure consistent brand presentation throughout the customer journey.

Strategically, the campaign reflects key global travel trends identified in the brand tracker. Holistic wellbeing, social interaction and experiential travel remain strong booking drivers, as travellers increasingly seek memorable stories rather than traditional hotel stays. “The ROBINSON EFFECT” aims to capture and communicate these moments in a contemporary and emotionally relevant way, reinforcing the brand’s positioning in the premium club segment.