Asian Journal of Language, Literature and Culture Studies

This research focuses on the efforts in promoting the cultural event Pesta Damas in Kinabatangan, Sabah.  Pesta Damas was an annual event held and organised by the Sabah Association of Bangsa Sungai (SABAS).  An effort to promote this cultural event is needed to be done holistically.  The association needed more private and nongovernmental organisations' (NGOs) involvement.  This study aims to highlight the promotional effort that can be made to promote the cultural event and to analyse the importance of the involvement from the private sector and nongovernmental organisations (NGOs).  In addition, to suggest a strategic way to get a sponsor and promote from private and corporate organisations for this event.  This study used methodological techniques involving a questionnaire survey and in-depth interviews with informants from SABAS.  The findings show that the promotional effort, such as using different social media platforms and promotion campaigns broadcast media with the help of the private sector and nongovernmental organisations, can promote this event widely.  Overall, this research can help improve the promotional effort of the Pesta Damas in the future.