Watching The World: Ferrari World Abu Dhabi

Nov. 8, 2010
The Abu Dhabi International Petroleum Exhibition & Conference opened last week, heralded as "the platform of choice" for regional players to showcase projects, establish new relationships, and strengthen trade and business ties around the globe.

Eric Watkins
Oil Diplomacy Editor

The Abu Dhabi International Petroleum Exhibition & Conference opened last week, heralded as "the platform of choice" for regional players to showcase projects, establish new relationships, and strengthen trade and business ties around the globe.

"The 2010 conference program features an impressive array of the most influential international speakers in their field," said ADIPEC Chairman Abdul Munim Saif Al Kindy.

ADIPEC event director Hifazat Ahmad expected announcements for a number of new key technologies, including optimal recovery, health, and safety and, based on this year's focus on the Gulf of Mexico, oil spill control and risk management.

But don't imagine that participants spent their entire time huddled together in conference halls and breakout sessions. Along the way there was bound to be some fun—especially at the recently opened Ferrari World Abu Dhabi theme park.

Ferrari's ambitious effort

Ferrari World Abu Dhabi is said to be the Italian firm's most ambitious effort yet in the region, covering more than 8 hectares and 20 Ferrari-inspired attractions.

Although entertainment is its main focus, general manager Claus Frimand says the park offers Ferrari a platform to share its storied, 81-year history and attract new fans.

"We are the ultimate brand experience for Ferrari," Frimand says. "We tell the story of all the Ferrari victories over time and why it's the biggest of the race teams."

Sounds like a lot of fun, doesn't it? Well, the story gets even better when you consider that Royal Dutch Shell PLC plays a role in the Ferrari theme park, too.

As Ferrari's technical partner, Shell develops and supplies fuel and oils to the most successful Formula-1 team in history, a team that has won 16 constructors' championships and 15 drivers' championships over the years.

Shell's hot bed

Indeed, during the past 60 years, Shell says it has used the partnership with Ferrari as a "hot bed for new technologies and has transferred them continuously from track to road."

It's a relationship that helps both sides: Ferrari stays at the front of the grid, while Shell acquires knowledge at the track that is transferred directly to its retail products such as Shell V-Power fuel and Shell Helix lubricants.

As a "natural extension" of its long-standing technical partnership with Ferrari, Shell says its involvement with Ferrari World Abu Dhabi holds a large amount of potential—especially since the park sits next to the Yas Marina F-1 race track.

"It gives Shell a great venue to leverage the technical partnership with Ferrari and brings guests a real Shell experience," the firm says.

Could anything be more fitting as a promotional device, especially at ADIPEC?

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