Guinness World Records - Officially Amazing

Royal Caribbean International



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The Brief

Royal Caribbean International, one of the world's leading cruise companies, wanted to boost sales of its holidays. Based on market research which revealed that holidaymakers get most excited about their holiday when they start packing, the 'Pack More In' campaign was launched. Royal Caribbean International approached Guinness World Records to create a record-breaking activation campaign to engage their travel partners and agents, drive brand awareness and increase sales. 

The Solution

Guinness World Records created a new record challenge for the Fastest time to pack a suitcase. This became record the foundation for a nationwide engagement campaign. Launched with direct mail teasers, Royal Caribbean International announced the record-breaking competition to be fought out by travel agents across the UK.

The brand's sales team visited travel agents to record their Guinness World Records attempts. Videos were uploaded to a online leaderboard where agents could track their progress. Regional winners were invited to the grand finale on-board the Independence of the Seas with the fastest agent walking away with an official Guinness World Records title.