Guests staying at Shangri-La hotels and resorts in Asia and Europe will soon be able to experience Ferrari’s Challenge one-make racing series up close. Ferrari has formed a partnership with the luxury hotel chain, making it an official hotel partner for the Ferrari Challenge and some of the Prancing Horse’s other motorsport events.
Through the alliance, Shangri-La's most valued guests will be provided with paddock access to races as well as garage tours, hot laps and invites for some Formula One 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.
Ferrari fans will also be provided with some special offers at more than 80 Shangri-La hotels and resorts around the globe. And in the future, Ferrari will be staging charitable drives in the cities where Shangri-La hotels are located.
"We are really happy to have among our partners such a prestigious brand as Shangri-La,” Ferrari’s recently appointed team principal Marco Mattiacci said in a statement. “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.”
The Ferrari Challenge is a one-make racing series held all over the globe that enables participants to simply fly in, race and the fly home again, all on a single weekend. The series uses 458 Italia-based race cars and sometimes coincides with F1 races.