According to the company, the campaign builds on the previous version of “Like Holidays, but Epic!” and places renewed attention on the variety of experiences available at TUI Magic Life clubs, alongside the sense of community promoted by the brand. The main target groups are couples and families in the core markets of Germany, Austria and the United Kingdom.
The campaign is designed to have a strong and immediate presence on connected TV and social media, supported by additional online and out-of-home placements. As stated by Nils Sarbok, Head of Marketing at TUI Magic Life, “Like holidays, but epic! perfectly embodies the essence of a club holiday with TUI Magic Life: experiences that offer more — more fun, more adventure, and more entertainment.” He added, “Our ambition is not just to offer guests a holiday, but an extraordinary experience, with everything included in the price.”
The rollout will take place in two phases, each tailored to a specific audience segment: couples and families. The media mix includes digital formats, social media clips and influencer activations. The stated objective is to further strengthen brand awareness and consideration in the brand’s core markets, while encouraging stronger engagement with existing and potential communities.
Referring to the continuity of the campaign, Nils Sarbok noted, “Like holidays, but epic! perfectly captures the essence of our clubs, strengthening the emotional connection with our guests.” The campaign’s entry into its third round reflects TUI MAGIC LIFE’s intention to maintain consistent brand staging as a central pillar of its marketing strategy for the coming year.
Nils Sarbok has been Head of Marketing at TUI Magic Life since October 2025 and is responsible for the strategic development of the brand. Prior to this role, he held senior digital marketing positions at TUI Germany.
Tags:Nils Sarbok, TUI Magic Life
