Barbie and the Singapore Tourism Board have joined forces in a marketing partnership. The campaign combines STB’s long-running ‘Passion Made Possible’ theme with Barbie’s recent ‘You Can Be Anything’ campaign.
The social media leg of the campaign will see figures from the Barbie franchise visit six iconic Singaporean tourist attractions with people invited to guess the location and participate in a contest for gift hampers.
Speaking of the campaign STB brand director Lim Shoo Ling said: “We strongly believe in supporting homegrown talents and celebrating their stories in various ways. Similarly, Barbie focuses on empowering girls and women, and inspiring them to dream big.
“Barbie’s sixtieth anniversary provides us an opportunity to collaborate and tell some great Singaporean stories of passion made possible, as well as showcase the breadth and depth of our retail and design scenes.”
Mattel South Asia country manager Ivan Franco said: “As part of Barbie’s sixtieth anniversary celebration in Singapore, we are pleased to partner Singapore Tourism Board to empower the next generation of young girls on their pursuit of their dreams, where they can be anything.
“We want to continue the legacy of Barbie by working with home-grown talents, to inspire the young girls to go forth to experience their dream career.”
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