Tourism Board to leverage on ABL

Debbie Too

BANDAR SERI BEGAWAN

Wednesday, August 25, 2010

With the second season of the Asean Basketball League (ABL) set to begin in October, the Brunei Tourism Board said that it will take the opportunity to step up promotional efforts and engage itself in "a more leading role" in terms of branding.

"This event is definitely in line with our sports tourism efforts," said Sheikh Jamaluddin Sheikh Mohammad, director of the Brunei Tourism Board. This time around, Sheikh Jamaluddin said that he hopes to "take on a more leading role" in terms of branding.

"This is an international event, so we want to take the branding more seriously, by putting the logo of Brunei around the court," he said. Last year the event was publicised through ESPN on Astro, and garnered a lot of media attention in the region.

Sheikh Jamaluddin said very few international sporting events take place in Brunei. Apart from international golf tournaments, this is one of the events that has international and regional appeal, he said.

Inquired about local participation from sporting fans, Sheikh Jamaluddin said he will work closely with Brunei Barracudas' owner Nadzaty Azma Azeez on how best to market the highly-anticipated event.

"We will be meeting some time next week, and this is what we will discuss the actual marketing of the event.".

Based on last year's turnout from local fans, he feels that the event will gain more momentum this year and may even reach higher levels of participation than the previous year's. Read More…

Source: The Brunei Times