Objective: 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 campaign to showcase the amazing, unique and varied experiences on offer in London.
Results: 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. 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 which helped achieve £3.5 million in press coverage. Most importantly, tourism did not decline in the lead up to the games.