Rashid Al Dhaheri takes Next Step on Motorsport Ladder

Emirati racer graduates from F4 to Formula Regional

Rashid Al Dhaheri, after two successful years competing in the Italian F4 series has taken the next step in his motorsport career securing a seat in the Formula Regional European Championship by Alpine (FRESCA).  He will be staying with PREMA Racing, the team he has been competing with since the start of his single-seat racing.

The move up to FRESCA has been achieved after Al Dhaheri’s strong karting career which led to multiple WSK titles, He made his debut in single-seaters in the 2023 Italian Formula 4 Championship and Euro 4 Championship, where he achieved a number of rookie podiums.  Later in 2023, he made his F4 Southeast Asia debut and claimed his maiden win. He continued to impress in his home series, the 2024 F4 UAE Championship, with two wins and fourth place in the series. He later achieved two podiums in Euro 4 and Italian F4.

Rene Rosin, PREMA Team Principal, commented: "We are extremely pleased to continue working with Rashid. He is a skilled driver with a very smart approach and having been with us since his very first days in racing, he knows the team very well. He is fully part of the family and there is great chemistry between us. We know that stepping up from F4 to FRECA is not easy, but from what we have seen so far, we are confident that Rashid will be a very quick learner."

Last week (15th November) Al Dhaheri, made his Formula Regional debut in post-season testing and in the Macau FR World Cup, widely considered to be one of the most important races for up-and-coming drivers, which led to his move to FRESCA.

On the news that he would be staying with the team, Rashid Al Dhaheri, said: “I'm very happy to be continuing with PREMA. It has been a great and successful season in Formula 4, which allowed me to continue to develop as a driver, always improving and progressing. Becoming a Formula Regional European Championship by Alpine driver will present new challenges, but honesty I just can’t wait to get back on track.”

#RashidAlDhaheri #Emiratiracer

Petal Ads and Lotus Cars Drive Success: Redefining Luxury Car Advertising

With Petal Ads, Lotus surpassed planned KPIs by 18% and outperformed the automotive benchmark by 30%.

Petal Ads, Huawei's Mobile-first digital advertising platform, celebrates a successful collaboration with Lotus cars, a renowned luxury automotive brand, marking a new milestone in digital marketing for luxury brands. This partnership exemplifies how Petal Ads is becoming the go-to platform for businesses targeting high-quality audiences such as sports car enthusiasts and luxury EV seekers across the Middle East and Africa.

Petal Ads has distinguished itself through its ability to offer luxury brands a precise, data-driven approach to digital marketing through its Data Management Platform (DMP) helping advertisers achieve objectives like brand awareness, driving consideration, and boosting conversions. With

over 580 million HMS monthly active users (MAUs) globally, Petal Ads enables brands to engage directly with their target audiences. This partnership with Lotus Cars demonstrates how luxury brands can leverage Petal Ads’ capabilities to create highly targeted campaigns that resonate with high-net-worth individuals and niche demographics.

By leveraging Petal Ads' device targeting features, Lotus Cars was able to identify high-net-worth individuals and audiences with refined tastes, perfectly positioning the Emira, Eletre and Emeya models as aspirational icons. Petal Ads enabled Lotus Cars to beat the planned KPIs by 18%, outperforming the automotive benchmark by 30%. Additionally, Petal Ads’ turnkey solutions, which encompass a full suite of advertising options, from digital campaigns to localized content and on-ground activations, further enhance engagement with diverse audiences across multiple touchpoints.

Commenting on the collaboration, William Hu, Managing Director of Huawei Consumer Business Group, Middle East and Africa Eco Development and Operation, said “Our successful collaboration with Lotus Cars has been a testament to the power of strategic, data-driven advertising. At Petal Ads, we are redefining the possibilities of luxury advertising. Through our advanced targeting and deep consumer insights, we have been able to connect Lotus Cars with high-quality customers who appreciate the blend of technology and craftsmanship that their vehicles represent. This partnership highlights how Petal Ads not only drives visibility but also creates impactful connections that align with Lotus Cars offerings.”

Ramzi Atat, Lotus Head of MARKETING & PR - ASIA PACIFIC, MIDDLE EAST & AFRICA, said, “As a luxury automotive brand, communicating a sophisticated high-tech product to a niche target audience can be challenging. As part of our media strategy, we have partnered with Petal Ads which is a platform with advanced targeting and data-driven insights. Petal ads provided us with market leading capabilities to connect with high-net-worth individuals and pre-qualified audiences. By leveraging the media solution’s capabilities, we were able to position our Lotus Emira, Eletre and Emeya as aspirational icons, reaching sports car enthusiasts and luxury EV seekers across key markets.”

Echoing the excitement, Natale Panella, Fusion 5, Head of Digital, said: “As a tech-enabled omnichannel agency, we recognized Petal Ads as the perfect platform aligning with our clients’ needs. The campaign went beyond our expectations, with both models Emira, Eletre and Emeya overachieving our planning rates by 18%, and beating the industry benchmark by 30%. Petal Ads allowed us to tap into an audience that is interested in luxury, tech and performance, all values that Lotus Cars represents.”

The collaboration between Petal Ads and Lotus Cars has redefined luxury digital marketing in the MEA region. By leveraging cutting-edge targeting and data-driven insights, Petal Ads and Lotus Cars have demonstrated how a strategic collaboration can drive impactful engagement, elevate brand presence, and achieve exceptional results in competitive markets.

#Lotus

The Inaugural MICHELIN Guide Doha 2025 to be revealed on 12th December 2024

The inaugural launch of the MICHELIN Guide in Doha is a significant milestone in the culinary world. This prestigious invite-only event marks the first time in history that the MICHELIN Guide selection will arrive in Doha, Qatar. The ceremony is set to take place on Thursday, December 12th, 2024, at the Katara Hall, Raffles Doha.

“The MICHELIN Guide, renowned for its meticulous and independent reviews of dining establishments, has been exploring Doha's vibrant culinary scene, where our famously anonymous inspectors have thoroughly reviewed the city's top eateries, from the bustling Corniche to the luxurious hotels and diverse restaurants representing cuisines from around the world. We are delighted to finally announce the MICHELIN Guide’s arrival in Doha,” said Gwendal Poullennec, International Director of the MICHELIN Guides.

The arrival of the MICHELIN Guide in Doha is supported by Qatar Tourism, highlighting Qatar's emergence as a global culinary destination. This inclusion is a testament to the talented chefs and culinary teams in Doha, who bring passion, creativity, and respect for local traditions to their craft.

The ceremony will not only celebrate the best of Doha's dining scene but also aim to put the city on the international culinary map. It is expected to attract affluent travelers and food enthusiasts from around the world, eager to experience the unique gastronomic culture of Doha.

The MICHELIN Guide conveys its restaurant reviews through an extensive system of distinctions, the most famous of which are its globally renowned MICHELIN Stars awarded to the best culinary experiences within the Guide’s restaurant selection. One MICHELIN Star is awarded to restaurants for “high-quality cooking that is worth a stop,” Two MICHELIN Stars for “excellent cooking that is worth a detour,” and three MICHELIN Stars for “exceptional cuisine that is worth a special journey.” 

Alongside the coveted Star ratings, the selection will also include the popular Bib Gourmand category, a distinction awarded to restaurants that provide value-for-money meals. 

All establishments are chosen according to the same five criteria used by Michelin inspectors around the world: quality of the ingredients; mastery of cooking techniques; the harmony of the flavors; expression of the chef’s personality in the cuisine; and consistency, both over time and across the entire menu.

The full selection will be available exclusively in digital format on all the MICHELIN Guide's official platforms: website, mobile application, and social networks. 

Celebrating the Inaugural Launch in Doha:

The MICHELIN Guide Ceremony includes an exclusive cocktail reception celebrating the restaurant’s achievements, featuring guest chefs that will showcase their culinary excellence and present their innovative gastronomic which will be an unforgettable dining experience for all attendees.

·       Alleno Paris – Three MICHELIN Stars, MICHELIN Guide France 2024

·       Jordanær – Three MICHELIN Stars, MICHELIN Guide Nordics 2024

·       BO Innovation– Two MICHELIN Stars, MICHELIN Guide Hong Kong 2024

Invited guests will have the opportunity to watch the chefs in action, taste a dedicated menu of creative canapés celebrating Doha’s culinary scene, and mingle among the industry’s most notable figures.

Stay tuned for further announcements on the MICHELIN Guide Doha 2025 selection.

#MICHELINGuide #Doha #2025