poster girl; face of a campaign
Refers to a person, typically a celebrity or model, chosen to represent an advertising campaign or promotional event. Wasei-eigo from 'campaign model'.
wasei-eigo (Japanese-coined English), from campaign model
She was chosen as the poster girl for the new cosmetics line.
The actor is serving as the face of the tourism campaign.
Variant with interpunct; less common in running text.
Wasei-eigo from English 'campaign' and 'model'. The term is not used in English with this exact meaning.