World-renowned photographer for National Geographic Per-Andre Hoffman’s image of a carabao won in the prestigious PR-Bild Awards 2018, a public relations photography award in Europe.
Conducted by News Aktuell, a sister company of the leading German press agency Deutsche Presse-Agentur GmbH (DPA), the PR-Bild Awards aims to honor the importance of PR photography as it recognizes the performances of the companies and agencies in the field of PR and communications.
The Department of Tourism joined various national tourism offices, travel and tourism companies, and professional and international public relations organizations in the competition, more popularly known as the PR-Photo Awards.
Hoffman’s photo entitled “Interracial friendship beyond prejudice,” bagged the first prize in the Tourism and Travel category.
The image of the carabao with a bird perched on its nose stood out from over 2,000 entries selected by a panel of judges composed of editors-in-chief of sterling publications, multi-awarded accomplished photographers, and leading global PR and media experts.
The top 10 images chosen per category were those that exhibited an exceptional balance between technical quality, visual storytelling, production efforts, and the success of a campaign.
Margarita Valdes, Tourism Attaché of the DoT based in Frankfurt, Germany received the trophy at the awarding ceremony held at the famous Hamburger Grünspan Building.
The other photos by Hoffmann, which were also submitted by the DoT, entitled “Yakan Bride with traditional make up, Basilan Island;” “Milky Way over Chadpidan Beach, Batanes Islands;” “Ifugao Dance, Cordilleras;” and “Paradise Palawan” were shortlisted in the same category.
Hoffmann, who has been creating promotional photography and working as media consultant of the DoT since 1993, currently shares his expertise as Senior Industry Fellow of the Photography Program of De La Salle-College of Saint Benilde School of Design and Arts.