In an Olympic year host cities can experience a reduction in tourist numbers. Ahead of the London 2012 Games in July, London and Partners - the official promotional agency of the capital - wanted a marketing campaign to showcase the amazing, unique and varied experiences on offer in London.
Guinness World Records worked in partnership with London and Partners to create a programme of record-breaking live events which would generate global media coverage and consumer awareness - World Record London was born. The diverse campaign successfully engaged partners, businesses, students and residents from across London. Over six-months World Record London achieved 21 new Guinness World Records and crowned over 16,000 new record holders.
We really wanted to create a campaign that was as world class as the Olympic and Paralympic Games, and Guinness World Records was the perfect fit.