Brands and agencies have boosted their presence in the annual Guinness World Records book with successful title attempts featuring flying robots, spectacular installations, world beating sports stars and a large gathering of extremely lucky people.

Around 800 brands per year set Guinness World Records titles and around 50 of these incredible achievements – including titles set by Intel, LG, Centre Parcs, Land Rover, Betfair and the National Lottery – made the pages of the 2018 book, an increase from the 40 that were included in last year’s edition.

The Guinness World Records database boasts over 50,000 titles, however, just 4,000 records in total make it into the print edition of the book, which this year has a superhero theme. 

Earlier this week, we caught up with Simon Horne, Senior Publicity Manager at The National Lottery and Andy Carter, Senior Winners Advisor, to get the lowdown on the campaigns around their two Guinness World Records title attempts, the Largest gathering of lottery millionaires and Longest champagne cork popping relay.

Here’s what they had to say:

To mark making 4,000 UK millionaires, The National Lottery wanted to show the faces of as many of these lucky winners from up and down the country as possible.

Journalists and photographers from national and local media gathered as the champagne corks were popped.

Another brand which also succeeded in setting a new Guinness World Records title was Betfair which, with the help of then-Arsenal forward Theo Walcott, achieved the Highest altitude football dropped and controlled.