Children across Canada spent March Break with a beloved friend, Barbie. GCI Canada launched Barbie Fairytopia: Magic of the Rainbow, Barbie’s newest DVD and toy line in Canada with a series of preview screenings in Calgary, Vancouver, Halifax, Montreal, and a special event in Toronto in partnership with the Art Gallery of Ontario (AGO).

GCI produced preview screenings in markets across Canada for hundreds of Barbie fans. At each exclusive screening children were treated to a live performance of the ‘dance of spring’ (similar to the dance in the film) by a local dance school, refreshments, a loot bag of Barbie goodies and a special meet and greet with Barbie as Elina, in person. Each screening was pre-promoted in partnership with select media outlets. Media partners held contests inviting guests to an exclusive preview screening of the film. These contests generated buzz and excitement of the event around each local market.

To complement the preview screenings in various markets across Canada, GCI Canada produced a special event for Toronto children. Working with the AGO, Mattel Canada, and Universal Studios Home Entertainment, GCI developed a full day of activities on March 15, including: 2 packed screenings of the film, an interactive Fairytopia themed art activity, a special meet and greet with Barbie as Elina and Barbie Fairytopia giveaways.

The launch was a great success. It received media coverage from (but was not limited to): The Toronto Star, The National Post and the Globe and Mail, as well as Halifax Daily News, CityLine, Country 105 in Calgary, Calgary Sun, Salut Bonjour, and the Vancouver Province. Total impressions for the entire campaign amounted to (insert impressions).

This spring break was anything but a break for Barbie!

< back