Into the wave season with a new world of sound: TUI Cruises presents audio branding for the Mein Schiff brand for the first time

Hamburg, 22 December 2025. At the end of 2025, TUI Cruises is presenting another highlight for the Mein Schiff brand: With the start of the Wave Season 2025/2026, Mein Schiff is focusing on a further developed brand identity and is expanding its brand communication with its own audio branding for the first time - consisting of the new brand music and the new sound logo, among other things. The newly developed brand music will accompany all central moving image formats of the Mein Schiff brand in future and characterizes the current campaign "Every moment is a unique journey.", which can be seen this week in Germany, Austria, Switzerland and the Netherlands.

Based on a holistic approach, TUI Cruises wants to appeal to first-time cruisers for Mein Schiff, build passion for travelling with Mein Schiff and use attention-grabbing media. This ranges from the use of full-funnel measures in the digital sector to the proven use of audio and impressive placements in the cinema. The campaign is supported by a strong TV presence in relevant environments. Travel agencies are also supported at the point of sale with sales-supporting measures and materials, such as digital solutions, eye-catching window displays and attractive incentives for bookings. With the start of the main phase, all measures will now be played out in the various markets by the end of January.

The media design of the campaign was developed in collaboration with EssenceMediacom. "At the start of the year, we are setting sail together with Mein Schiff in the Wave Season with a completely networked full-funnel approach - ready for maximum impact." Florian Ritt, Agency Lead, EssenceMediacom Germany.

New world of sound for Mein Schiff

The Mein Schiff audio branding consists of several components: The brand music and the sound logo. While the brand music ensures a uniform and recognizable soundscape, the sound logo complements the corporate design and gives the brand an additional emotional charge. The new audio branding is used as an original composition, in customized versions and in combination with external music. This ensures that the audio branding can be experienced consistently, flexibly and in line with the brand at all touchpoints.

As part of the introduction of audio branding, all relevant moving image assets - including product films, shore excursion and entertainment formats, image films and all Wave Season advertising media - were stored in Digital Asset Management with the new sound logo and brand music. This creates a uniform acoustic recognition value that enhances the brand image.

"Our aim is to make Mein Schiff a strong, unmistakable premium brand that can be experienced in all its facets," explains Clas Eckholt, Vice President Commercial at TUI Cruises. "With the new audio branding, we are closing a decisive building block in our consistent brand presence. Together with strong visual worlds and the partnership with the exceptional international artist Robbie Williams, an emotional and unmistakable overall image is created, which clearly sets the Mein Schiff brand apart from the competition - modern and high-quality."

The internationally award-winning music production company Supreme Music is responsible for the strategic and musical realization of the project in collaboration with JAKALA. "Audio branding is particularly important for Mein Schiff because it makes the emotional brand world audible and intensively reinforces the feeling of relaxation, freedom and well-being. As a cruise experience that accompanies guests around the clock, Mein Schiff lives not only from visual impressions, but above all from moods and emotions that are transported directly through sound. We are super proud that we were able to realize this for Mein Schiff," explains Maximilian Olowinsky from Supreme Music.

Highlights of the Wave Season:

The campaign created by JAKALA focusses on three areas:

the upcoming launch of Mein Schiff Flow, the second ship in the InTUItion ship class,

central destinations such as Northland, Caribbean/Central America & Caribbean and the Western Mediterranean,

and the continuation of the campaign claim "Every moment is a unique journey." with new motifs.

Within the campaign, special attention will be paid to travel in summer 2026, with a focus on the early booking discount that ends on 31 January 2026.

The partnership with exceptional artist and entertainer Robbie Williams will also be continued this Wave Season. New, attention-grabbing motifs and social video formats once again put him at the centre of communication.

Mein Schiff Flow as a travel highlight in the Wave Season*

Mein Schiff Flow, the second newbuilding in the InTUIition class, is currently being built at the Fincantieri shipyard in Monfalcone, Italy. The InTUItion class stands for a cruise experience that is entirely focused on the intuitive experience of the ship. Each guest will discover Mein Schiff Flow in their own way - according to their personal preferences and needs. In addition to a wide range of particularly high-quality indulgence and wellness offers, regular guests and many new cruise fans can look forward to enjoying pure freedom and the lightness of the moment on the spacious outer decks and the versatile indoor areas.

Mein Schiff Flow is travelling in its first season in the Western Mediterranean. The travel highlight in the Wave Season: 9 nights with Mein Schiff Flow from/to port from EUR 1,899 in a Balcony Cabin with double occupancy in the PLUS tariff.

Further travel highlights*

Nordland Summer 2026: 7 nights from/to port from €1,599 in a Balcony Cabin with double occupancy in the PRO tariff, incl. €100 early booking discount until 31/01/2026

Caribbean/Central America & Caribbean winter 2026/27: 14 nights from/to port from €2,999 in an Inside Cabin with double occupancy incl. flight in PRO tariff incl. €200 early booking discount until 31 May 2026

Voyages with the Mein Schiff fleet can be booked at www.meinschiff.com or by telephone on +49 40 60001-5111.

*Please note that the prices quoted are subject to change, prior sale and errors.