Marmara is getting a makeover and hosts an event with youtubers

Founded in 1965, the French travel company will not let itself be surpassed.

To make its brand known to younger generations, Marmara aims at Youtube, the website for video hosting.

On Sunday May 3rd, 2015, 300 people were gathered on a barge in front of the François Mitterand library in Paris.

A wonderful context to welcome the famous youtubers, Sananas and Djulicious, along with their community of fans (see photo album.)

“There is a starification phenomenon. When they arrived, their fans were going wild,” explains Olivier Roche, e-commerce Director of TUI France, still astounded by the powerful influence of these web influencers.

The weight of their visibility is in fact impressive: the Youtube channel of Sananas counts 500,000 people, and Djulicious has 60,000.

These two young women, youtubers on fashion and beauty, had invited their community to come spend an afternoon on the barge with them.

At the head of this encounter, Marmara.

In the jargon of the web, we call this type of event a meet-up.

It’s a moment of social networking, centered around one or various shared common interests.

Here, it was the intention of gathering potential clients for the travel brand and give them a taste of the Marmara experience.

On the agenda of this afternoon, a question/answer session with the youtubers, photo shoots, tattoo and makeup stands.

And also a demonstration of the village’s new dance by the Collectif Métissé.

After having made the Marmara Madina of Marrakech known to these two stars of the web, the travel company wanted to take it further.

“They had made 14 videos, that cumulated 1 million views.

This type of campaign adds to the brand’s popularity. We wanted to create another operation to make a buzz,” explains Olivier Roche.

One of the photos posted during the meet-up (a selfie) has generated more than 18,000 likes on Instagram.

And the assessment on the social networks (see above) is positive, especially thanks to the creation of a hashtag specific for the event: #DJUNANAS.

“We want to touch people who use new modes of media,” adds the e-commerce Director.

Why choose youtubers specialized in beauty and not travel? “Because these communities are our next clients,” responds Olivier Roche, naturally.

The community managers, Matt and Lolita, keep on identifying new communities on Youtube.

“We’re getting closer to the comedy group, Woop, for instance.

We deprive ourselves of nothing, as long as it works,” concludes the creative e-commerce director.