TUI - Relaxing Rocks

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/ About the project

To support the launch of the Mein Schiff Relax — the first ship of the new InTUItion class by TUI Cruises — a 360° campaign was developed to position the ship as a new benchmark for modern well-being at sea.

A key highlight of the campaign is the multi-year partnership with international music icon Robbie Williams, who was appointed as the ship’s official Feel-Good Ambassador. His role includes various appearances, with a major highlight being a one-time open-air concert at the naming event of Mein Schiff Relax on April 9, 2025, in Málaga.

The campaign launched on September 23, 2024, across Germany, Austria, Switzerland, and the Netherlands — using a broad media mix including TV, radio, digital out-of-home, connected TV, online video, social media, and in-store activations at travel agencies.

With its emotional storytelling, strong visual identity, and celebrity endorsement, the “Relaxing Rocks” campaign successfully raised awareness and positioned Mein Schiff Relax as the go-to choice for travelers seeking stylish, feel-good cruising experiences.

/ Concept

The “Relaxing Rocks” campaign was created to introduce the innovative well-being concept of the new Mein Schiff Relax to a wider audience. At its core lies the idea that true relaxation and modern luxury can go hand in hand — creating a travel experience that feels both enriching and effortless.

As the official Feel-Good Ambassador, Robbie Williams embodies this vision perfectly. His personality strikes the balance between world-class entertainment and laid-back charm, making him the ideal face for a ship that invites guests to relax without compromise. His genuine enthusiasm for Mein Schiff Relax brings authenticity to the campaign’s central message: Relaxing rocks.

Visually, the campaign blends high-end imagery with emotional storytelling — showcasing both the ship’s contemporary design and the unforgettable destinations it sails to. Featuring Robbie Williams onboard reinforces the promise of effortless luxury and adds star-powered appeal to the Mein Schiff brand.

/ Credits

Client:

TUI Cruises

Art Director:

Bastian Zimmermann a.o.

/ Year

2024