TUI Cruises and Kolle Rebbe go premium

Mein Schiff will be positioned as the No. 1 cruise provider.

Just in time for the start of winter, TUI Cruises is launching a new campaign for the Mein Schiff fleet and getting people in the mood for the 2018 holiday season. The new brand image is being created by Hamburg agency Kolle Rebbe, which was awarded the commission at the beginning of the year.

The campaign was built on an in-depth strategy process whose aim was to consistently make Mein Schiff stand out from the competition and to position the brand as No. 1 provider of the German cruise market. The unique selling point ‘Premium all inclusive’ remains an important part of the communication and will now stand out even more thanks to its new, confident positioning. The strategy has been condensed into a new brand slogan: ‘A class for me’. Michael Baden, Marketing Director at TUI Cruises explains: ‘On Mein Schiff, we offer an unforgettable holiday experience with very individual freedoms. The new campaign brings our premium services to life and makes them tangible. The target audience needs to see at first glance that: Mein Schiff = Premium’.

The new brand image focuses much less on romanticising the ship. Instead, it highlights the increase in attractive destinations, the wide range of sports, spa facilities, cuisine and the excellent service. Ralph Poser, head of strategy at Kolle Rebbe, said of the approach: ‘We have put ourselves in the shoes of our guests and showing them that the only thing they have to worry about is relaxing. This will enable the guests to see the “premium” in our services.’

Besides posters, print media ads and a completely reworked catalogue, an image film and other video formats are being used on social media. Kolle Rebbe’s internal film production team is responsible for producing these.

TUI Cruises is a joint venture of TUI AG, the worldwide leading tourism corporation and the globally active cruise company Royal Caribbean Cruises Ltd. As the new leading agency of TUI Cruises, Kolle Rebbe will take on the creation and implementation of the umbrella brand campaign and all sales activities.