I was a big fan of the inaugural Amazing Race Asia series and I can tell you my family and I are already looking forward to the next one! I have it on good authority the race is going to more countries and has more drama. There are some really interesting racers from all of our major Asia-Pacific markets. Best of all it has even more Caltex branding in it than last year!

Like all sponsorships though, the ultimate success of the association depends upon how well we leverage it; in other words, how much value we squeeze out of the investment.

Fortunately the Amazing Race Asia is a great platform to work with, and offers many different tactics whose scope is limited only by our own imaginations and creativity.

I urge you to explore all the opportunities that are available to you with this sponsorship and look forward to seeing and hearing about them in your markets in the months ahead.

Colleen Cervantes