The natural wonders and the rich culture of the Philippines were center stage in the global limelight through the impeccable images by Manila-based world-renowned photographer Per-Andre Hoffmann, through the efforts of the Department of Tourism (DoT).

The DoT joined various national tourism offices, travel and tourism companies and professional and international public relations (PR) organizations in the latest roster of the prestigious PR-Bild Awards 2018, also commonly known as the PR-Photo Awards, the much-awaited PR event in Europe.

“Interracial friendship beyond prejudice” by Per-Andre Hoffmann won 1st prize over-all in the Travel and Tourism Category. 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.

After a meticulous selection process of over 2,000 entries, the powerhouse panel, comprised of editors-in-chief of sterling publications, multi-awarded accomplished photographers and leading global PR and media experts, chose the top 10 images per category that exhibited the exceptional balance between technical quality, visual storytelling, production efforts and the success of a campaign.

“Ifugao Dance, Cordilleras.” The DoT bagged the first prize in the Tourism and Travel Category with a captivating photo of a carabao entitled “Interracial friendship beyond prejudice,” photographed by Hoffmann, the brand ambassador of Canon.

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.

His works have appeared in publications such as the National Geographic Magazine, graced iconic advertising campaigns worldwide and well-participated exhibitions across the four continents.

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.

The PR-Bild Awards 2018 also recognized the following photos: Mini Molars Cambodia’s “Dream Big” by Anton Bass as the PR Picture of the Year: Germany, Veterinary University Vienna’s “Mini Pig Rudi Back to Health” by Stephanie Scholz as PR Picture of the Year: Austria, Grächen and St. Niklaus Tourism and Trade’s “Alpine Life” by Stefan Walter as PR Picture of the Year: Switzerland.

The trophy for the outstanding Hoffmann work was proudly accepted by Margarita Valdes, Tourism Attaché of the DoT based in Frankfurt, Germany, at the awarding ceremony recently held at the famous Hamburger Grünspan Building.