German premium brand ROBINSON launches first brand campaigns in Vietnam and South Korea.
ROBINSON, the German premium club resort brand within TUI Group, has launched targeted brand campaigns in Vietnam and South Korea. Building on its established presence in Asia – with resorts in the Maldives, Thailand and Vietnam – the company is now focusing on brand awareness among local travellers in two key markets.
"ROBINSON has been operating successfully in Asia for over 15 years. With these campaigns, we're bringing our brand directly to Vietnamese and South Korean travellers – showing them what makes a ROBINSON holiday distinctive. The response so far validates our approach: locally tailored communication that speaks to specific travel motivations." – Friso Janmaat, Marketing Director at ROBINSON.
ROBINSON developed two distinct campaigns with agency Ogilvy, each shaped by local travel behaviours and preferences. Both campaigns focus specifically on ROBINSON NAM HOI AN, the brand's resort in Vietnam's Da Nang region, which opened in 2024.
In Vietnam, where many travellers already know the Da Nang and Hoi An region, the campaign offers a fresh perspective on a familiar destination: the ROBINSON FIRST TIME Passport encourages guests to try new experiences at the resort, combining on-site activities with digital storytelling and influencer partnerships.
In South Korea, the campaign positions ROBINSON NAM HOI AN as a premium retreat, emphasizing its natural setting, relaxation focus and comprehensive all-inclusive concept – introducing the resort as a relaxing experience away from the more crowded areas of Da Nang.
The campaigns combine locally developed assets, digital media and collaborations with 13 influencers across both markets. Since July 2026, they have been running across locally relevant digital channels, including YouTube, Facebook, Instagram and TikTok, as well as market-specific platforms such as Traveloka (Vietnam) and MyRealTrip and Naver (South Korea).
Early results show strong performance: In Vietnam, influencer content has generated over 40 million views, while campaign assets have exceeded key performance targets. In South Korea, guests have reported booking ROBINSON NAM HOI AN after seeing travel creator Sherlock HJ's YouTube feature on the resort.
