On June 8, 2014, Shangri-La Hotels and Resorts and Ferrari announced their partnership for the Ferrari Challenge Series at the Ferrari Racing Days in Shanghai. The collaboration, a first for both brands, will see the Hong Kong-based luxury hotel group as the official hotel partner in Asia Pacific and Europe for the legendary Italian supercar’s season of racing events.
Through the alliance, Shangri-La’s global VIP clients will experience a new and highly charged environment of luxury with paddock access and a first-hand Ferrari experience that includes: a garage tour; hot laps during the Ferrari Challenge European Series, the Ferrari Challenge Asia Pacific Series and the Ferrari Racing Days in China; as well as watching the Formula One World Championship with the fastest circuit-racing cars in the world.
Greg Dogan, Shangri-La’s President and CEO (right), and Luca di Montezemolo, Chairman of Ferrari S.P.A (left), announced a global partnership for the Ferrari Challenge Series. A first for both brands, the collaboration will see the Hong Kong-based luxury hotel group as the official hotel partner in Asia Pacific and Europe for the legendary Italian supercar’s season of racing events.
As part of the branding execution, Shangri-La’s logo will feature on all imagery and activities – including the racing cars, podium and official website – in conjunction with the Ferrari Challenge Championship. Meanwhile Ferrari fans will enjoy exclusive high-end travel experiences at more than 80 of the hotel group’s distinguished hotels and resorts. In the near future, Ferrari Rally will stage charitable drives in the cities where Shangri-La’s China hotels are located.
“We’re delighted about the alliance with Ferrari, an exciting brand with a great product,” said Greg Dogan, Shangri-La’s president and chief executive officer. “Through our global collaboration, we will be able to reward both companies’ loyal supporters with one-of-a-kind experiences and indulge their passion for the best and bespoke.”
Marco Mattiacci, Scuderia Ferrari Team Principal, said, “We are really happy to have among our partners such a prestigious brand as Shangri-La. They have a lot in common with Ferrari, to begin with attention to details which can make the difference on the track as well as in providing a superior service to the customer.”