TUI Launches New Mein Schiff Sales Campaign with Robbie Williams

TUI Cruises is launching a new communications and sales campaign for Mein Schiff as the cruise line enters the final stage of its early booking promotion for summer 2027.

Running until the current early booking period ends on September 30, 2026, the campaign uses the tagline “Every moment a journey” and will target customers in Germany, Austria, Switzerland and the Netherlands.

The promotion will highlight summer 2027 sailings to destinations including the North Cape and the Mediterranean. It will also feature cruises aboard Mein Schiff Flow, which was christened this summer.

British pop singer Robbie Williams will once again appear as Mein Schiff’s feel-good ambassador as part of the campaign.

“With his personality and fame, Robbie Williams is a perfect fit for Mein Schiff and lends our brand communication additional radiance,” said Clas Eckholt, vice president commercial at TUI Cruises. “At the same time, we are combining the campaign with concrete support for our sales partners.”

More than 1,200 advertising materials have been created for the campaign, which will appear across a wide range of media channels in the four target countries. These include television, connected TV, audio, digital out-of-home advertising and online video. Digital activities will support the campaign, alongside a presence at more than 8,000 point-of-sale touchpoints.

The Mein Schiff sales team will also supply travel agencies with advertising and sales materials. Additional exposure will come through regional out-of-home advertising and joint campaigns with travel agency chains, cooperation partners and selected individual sales partners.

TUI Cruises is also running a booking competition for its sales partners from September 1 through September 30, 2026. Every booking made during the competition period will count as an entry for the grand prize, a cruise aboard the Mein Schiff fleet.