PRESS RELEASE: Leica Berlinspiration

For Immediate Release

‘BERLINSPIRATION’

Leica Camera starts a virtual paper chase through Berlin

Solms, Germany (September 17, 2010) – On September 14, 2010, Leica Camera AG began a virtual paper chase through Berlin – ‘Berlinspiration’. For seven consecutive days, the German camera manufacturer will post pictures of the capital city on its Facebook page, and invites fans of photography from around the world to take part in the puzzle by guessing the locations of the photos and getting to know Berlin from an entirely new perspective.

The contest prize is a brand-new Leica camera that will be launched at this year’s Photokina, the leading trade show for the world of photography, held September 21-26, 2010 in Cologne, Germany. Additionally, posters showing the winner will be posted on billboards around the city. Berlinspiration finishes on September 21 and the winner will be announced on September 22 at 3 p.m. at Photokina.

Berlinspiration is not the place to go looking for touristy pictures of the city’s sights: the photos are unusual and humorous insights into the life of the metropolis. To guide you, Leica has hidden away on the web a choice of five different answers and digital clues. True ‘Berlinsiders’ may have the competitive edge – but a bit of research on the Web offers people around the world a great chance of finding all the right answers too.

A trailer posted on Vimeo also publicizes Berlinspiration on the Web – click here to view it: http://vimeo.com/leicacamera . If you want to take part in Berlinspiration, all you have to do is click here: http://www.facebook.com/LeicaCamera .

About Leica Camera:

Leica represents a union of craftsmanship, technology and experience. It is at once an extension of art, knowledge and philosophy, providing a state-of-the-art optical experience in a precision, hand-made photographic instrument. Leica Camera has a simple mission: to provide users with an incomparable experience, an instrument that defines an unsurpassed heritage and sets a standard of excellence for the industry to meet.