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Hotel Indigo® extends partnership with the World Photography Organisation introducing Europe-wide competition

After a successful first year, Hotel Indigo®, InterContinental Hotels Group’s (IHG®) boutique brand, and the World Photography Organisation (WPO) have announced that they are to expand their partnership across Europe, inviting photographers to bring the local neighbourhood to life through the theme of ‘Flavours of the Neighbourhood’.

The partnership is focussed on capturing the photographers’ interpretation of the ‘Flavours of the Neighbourhood’, to inspire people to discover and experience the local destination when travelling. Art, design and exploration are at the heart of the Hotel Indigo brand, while the renowned World Photography Organisation (WPO) supports professional, amateur and student photographers, lending a global platform for the photographic industry - creating a natural fit. As photography is of great importance to the Hotel Indigo guest, a parallel photography competition will also be run to give hotel guests an opportunity to get involved.  

As IHG’s boutique brand, every Hotel Indigo property is designed to reflect the local neighbourhood story. From the building design to the hotel’s artwork and locally inspired menus - every Hotel Indigo is unique to its surroundings - no two hotels are the same.  

Last year Hotel Indigo partnered with WPO to challenge students from eight of the UK’s leading photography schools and universities to submit a series of images capturing the essence of their local Hotel Indigo’s Neighbourhood Story. This year the partnership will see Hotel Indigo and WPO develop a Europe-wide programme to recognise and reward emerging photographers. Photographers from the UK, Germany, France, Israel, Italy, Russia and Spain will be invited to create unique photography projects inspired by the flavours found in the neighbourhoods of 16 Hotel Indigo hotels. Photography will capture abstract or literal interpretations of the competition’s theme ‘Flavours of the Neighbourhood’.  

Entries to the Neighbourhood Photography Contest will be judged by a panel that includes a representative from The World Photography Organisation and a Hotel Indigo brand representative. The selected winner will be rewarded with a paid commission to shoot for the Hotel Indigo brand, the opportunity to exhibit at Somerset House during the Sony World Photography Awards in May 2015, and 375,000 IHG Rewards Club points*.   

Tom Rowntree Vice President Brand Management Upscale & Luxury Brands, Europe, IHG said: “We are so excited to be expanding our partnership with the renowned WPO and extending the reach of the competition to be across Europe. Due to the success we had in our first year we are now looking to engage a wider group of upcoming and emerging photographers as well as our in-hotel guests. Each Hotel Indigo property draws inspiration from its surroundings and photography is a great medium to bring this to life.”  

Scott Gray, Managing Director, WPO said: ‘Nurturing emerging photographic talent is at the heart of the World Photography Organisation. We are therefore delighted to continue our partnership with IHG and the Hotel Indigo brand, who share our outlook. The prize of being commissioned to shoot for the Hotel Indigo brand and exhibiting at Somerset House provides a wonderful opportunity for the winning photographer, and we greatly look forward to viewing the resulting images.’

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