BWM to raise profile of Sharjah Water Festival

The Sharjah Water Festival was launched in December 2007 to coincide with and foster the success of the final round of the Formula 1 World Powerboat Championship, the Sharjah Grand Prix.

The inaugural event was a huge success and the Sharjah Commerce and Tourism Development Authority has now committed to ensuring it is a firm fixture on the region's annual tourism and sporting calendar.

BWM's campaign will seek to raise the profile of the event by highlighting its diverse attractions - from water ski shows, magic acts and fireworks/laser shows, to the culmination of the festival - the Sharjah Grand Prix.

The agency is also in discussions to undertake a longer-term branding campaign to position Sharjah in regional and global markets as a desirable alternative tourist destination to its more recognised Emirate neighbours.

BWM Dubai's Managing Director Anthony Dalton said the project was an exciting opportunity to change the mindset of visitors to the region.

"The Sharjah Water Festival embodies all that is fun and exciting about the Emirates, while also providing a platform to showcase its distinctive heritage and culture."

he said.

"The Sharjah Government and their neighbours have done a tremendous job telling their compelling story to the world and establishing the UAE as one of the world's great tourist destinations."

"Weʼre delighted to be working with the Sharjah Government team to help transform the Emirate from a destination into a truly world-class innovative brand, offering a refreshing alternative for visitors," Mr Dalton added.