Mein Schiff launches major September campaign featuring Robbie Williams

TUI Cruises is stepping up the final phase of the early-booking promotion for summer 2027 with an expansive Mein Schiff sales and communication campaign. In September, the brand will expand its reach in Germany, Austria, Switzerland and the Netherlands and support travel agency partners with extensive sales initiatives and a booking contest. The “Every moment is a journey” campaign will run until the end of the current early-booking period on 30 September 2026. At the heart of the campaign are the summer cruises for 2027 in the Nordic region and the Mediterranean, including cruises with Mein Schiff Flow, which launched successfully this year and had a strong first season.

The campaign includes a total of over 1,200 advertising assets and will be rolled out in Germany, Austria and Switzerland as well as in the Netherlands via a wide range of media comprising TV, connected TV, audio, digital out-of-home advertising and online video. Digital initiatives and a strong presence at over 8,000 point-of-sale touchpoints complement the campaign.

“You know why Mein Schiff rocks?”

The September campaign will once again prominently feature the collaboration with Robbie Williams as a feel-good ambassador. “Robbie Williams is a perfect fit for Mein Schiff thanks to his personality and fame, and he adds extra impact to our brand communication,” says Clas Eckholt, Vice President Commercial at TUI Cruises. “We are also combining this campaign with concrete support for our sales partners.”

Comprehensive sales support and a booking contest

The Mein Schiff Sales Team is providing travel agencies with a wide range of sales and promotional materials for the campaign: this includes items that are available for order such as a promotional decorating package, posters and materials for counters and store windows as well as digital templates for social media via Viral Spoon. Regional out-of-home campaigns and joint initiatives with various chains, partners and selected individual retailers provide additional visibility.

There will also be a booking contest for sales partners from 1 to 30 September 2026. Every booking made during the promotional period counts as an entry, so chances of winning increase with each additional booking. The grand prize is a cruise with the Mein Schiff fleet. In addition, ATG ticket vouchers and 15 exclusive surprise packages containing Robbie Williams merchandise will be given away in a raffle.