The Hamdan bin Mohammed bin Rashid Al Maktoum International Photography Award (HIPA) is set to broaden its international marketing campaign with the addition of four new languages to its award-winning website
. Spanish, Japanese, Korean and simple Chinese versions of the website are now available to users who wish to upload submissions for the current season of the award "Creating the Future". The HIPA.ae website was originally available in English, Arabic, French and German, and was recently awarded the "Gold Award" in the in the Pan-Arab Web Awards Academy – 'Awards category'.
Furthermore, HIPA has announced its roadshow for the third season of competition which will include exhibitions in Brazil, Morocco, India, the UK, Malaysia and France. As part of the roadshow, HIPA will be presenting introductory brochures in eight different languages for photographers to learn more about the award and the submission process. Brochures will be available in English, German, Korean, Japanese, Malaysian, Portuguese, French and simple Chinese to go with the original Arabic version of the text.
Commenting on the latest marketing strategy, Ali bin Thailth, the Secretary General of HIPA commented: "The idea of having our brochures in different languages goes hand-in-hand with our overall marketing strategy of attracting photographers from all over the world to take part. We needed photographers to truly understand the requirements and rules for this season’s award and we feel that we will be that much closer to achieving that this season. The languages chosen for the brochures were based on the countries included on our marketing roadshow and will be handed out at each event we attend."
Sahar Al Zarei, the Assistant Secretary General of HIPA added: "The multi-lingual marketing campaigns we are currently undertaking highlights our commitment towards further expanding photography on a global level. The multi-lingual brochure initiative as well as the additional languages on the HIPA website will help expand our reach into aspiring photographers who may not be able to understand Arabic or English. We will be implementing more strategies in the coming months to make this season a huge success."
Currently in its third season of competition, the Hamdan bin Mohammed bin Rashid Al Maktoum International Photography Award is set to be the richest photography award in the world for the second season running. Founded in 2011 under the patronage of H.H. Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, the Crown Prince of Dubai, the award is set to boast a grand prize of $120,000 and an overall prize pool of $389,000.