Will Flickr allow this kind of photo promotion?

Chris Stephenson of Madrid, Spain, asks:

“I’d really like to use Flickr to host a competition. I’d ask people to submit photos of a variety of airports, highways, bridges and all types of buildings that the company I work for has or is currently managing or constructing.

“Potentially, I could offer a prize of photo equipment to attract interest.  It’s unclear whether Flickr would perceive this as  commercial use because I don’t plan to sell anything, but rather, generate community and interest in the company. 

“I’m also looking for any other suggestions your Publicity Hounds might offer on how to promote this.”