In 2011, The Estée Lauder Companies celebrated the 11thanniversary of its Breast Cancer Awareness Campaign 'Global Landmark Illuminations Initiative'. To mark this anniversary, The Estee Lauder Companies sought a high-profile event which would engage key global markets and generate worldwide media interest.
To reflect the scale of Estée Lauder's charitable work with the Breast Cancer Awareness Campaign over the past 11 years Guinness World Records established a new record category for the Most landmarks illuminated in 24 hours.
The international record attempt engaged local audiences with landmark illuminations, which included iconic structures Dubai’s Burj Al Arab and Taj Mahal Hotel, India, while media outlets followed the record attempt as the illuminations sped around the globe. After 24 hours events culminated in New York at the Empire State Building where the final illumination took place and Elizabeth Hurley, ambassador of the Breast Cancer Awareness Campaign, accepted the Guinness World Records certificate in front of the world’s media.
"Breaking a record is going to increase our power of awareness and make people even more interested in this important symbol."