New book celebrates more brands than ever before
London, 5th September 2016:  
Jaguar, Centerparcs, LG Electronics and Culture Liverpool are just four of the brands being celebrated by Guinness World Records in the 62nd edition of the best-selling copyrighted book ever, in a global launch on 8 September 2016.  Filled with thousands of never before seen records, the GUINNESS WORLD RECORDS 2017 Edition continues to illuminate the world of achievement for kids and adults alike and promises to inform, entertain and inspire.
Over 40 brands including Apple, Procter & Gamble and Airbus feature within the 256 pages of the new annual, making it the largest haul of commercial records ever to be featured in the book, and with entries from countries as diverse as Mongolia, Egypt, South Africa and Singapore, it’s evident that record-breaking is a truly global phenomenon.
Nadine Causey, SVP of EMEA APAC for Guinness World Records said:  “Every year we help thousands of brands and agencies integrate record-breaking into their campaigns and we’re delighted to be able to celebrate so many of them in the new book.  Brands are becoming increasingly creative in the way they weave record-breaking into their PR and marketing and the team here work closely with our commercial clients to ensure that the record they attempt fits the brief and achieves the desired outcome.”
Jaguar achieved widespread media attention when it took its inspiration for its record attempt with a super-sized version of Hot Wheels, achieving the Guinness World Records title for the Largest loop the loop in a car on the eve of the Frankfurt Motor Show.  
Richard Agnew, Jaguar’s Global PR Director said:  “The reveal of the F-PACE needed to be dramatic and celebrate Jaguar’s bold entrance into a brand new segment of the car market. Working with Guinness World Records was a great way to add credibility and weight to our amazing reveal moment. Together we created something truly incredible that got us noticed, talked about and remembered by a vast audience from around the world. The results achieved were fantastic, with over 750 pieces of broadcast coverage across 30 different countries and a combined readership of over 75 million across print and online coverage.”
Meanwhile in South Korea, LG Electronics employed a highly creative record-breaking strategy to demonstrate the reduced vibrations of its Centum System washing machine by teaming up with professional card stacker Bryan Berg to build the Tallest house of cards in 12 hours on top of a machine that was operating at 1,000 rpm.  
While PR amplification is still the most popular reason for attempting a Guinness World Records title, companies are using record-breaking in a wide variety of activities including experiential, digital engagement, CSR and employee engagement.  
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.  Readers wishing to research the world of record-breaking more thoroughly may now access details of all 50,000+ titles on the company’s website,
For pictures go to:
For video of the Largest loop the loop in a car (Jaguar) go to:
For video of Tallest stack of card built in 12 hours (LG) go to:
Check out some of the titles broken by brands featured in the new GUINNESS WORLD RECORDS 2017 edition below:
Client: Jaguar / Brooklyn Brothers
Record holder:   Jaguar & Terry Grant
Record title:   Largest loop-the-loop in a car
About the campaign:   Jaguar wanted to celebrate its 80th Anniversary in style and was also looking for a unique way to launch its first practical sports car, the F-PACE on the eve of the Frankfurt Motorshow.  Furthermore they were looking for a way to highlight the car’s exceptional performance and agility.  They decided to attempt the Guinness World Records title for the Largest loop-the-loop in a car which they achieved in collaboration with stunt driver Terry Grant.  The record breaking loop of 19.08m earned them over 750 pieces of global broadcast coverage and combined print and online readership of over 75 million.
Client: LG Electronics / Krema Worldwide
Record holder:   LG Electronics & Bryan Berg
Record title:   Tallest house of cards built in 12 hours
About the campaign:   LG were launching their new Centum System washing machine and wanted to highlight the model’s reduced vibrations.  They came up with a solution by inviting Bryan Berg, a professional card stacker, to take on the challenge of building the world’s Tallest house of cards in 12 hours.  However LG gave the record attempt an additional twist by constructing the tower on top of an operating washing machine while it was running at 1,000 rpm.  It was a risky challenge but ultiamtely a successful one with the final tower measuring 48 stories (3.3m).  Originally the video had been intended to serve as online content only, however when the film generated over 100m impressions the decison was made to use the content in an above-the-line campaign as well as at point of sale.
Client:   European Tour 
Record holder:   Romain Wattel, Gregory Havret, Alex Levy, Raphael Jacquelin
Record title:   Fastest hole of golf (team of 4)
About the campaign:   Ahead of the Real Club Valderrama Open de España, European Tour wanted to create some pre-tournament buzz with a fun record-breaking challenge that saw three teams of top golf professionals from Spain, Denmark and France go head to head to complete the Fastest hole of golf by a team of four.  It was a close run race but the French team pipped Denmark and Spain at the post with a blistering time of 34.8 seconds.  To date the video of the record has been viewed 6.6 million times on the European Tour’s Facebook page and shared almost 55,000 times.
Client: City of Liverpool
Record holder:   Culture Liverpool and
Record title:   Most people modelling on a catwalk
About the campaign:   Culture Liverpool wanted to celebrate the 175th anniversary of the first passenger transatlantic crossing and in turn showcase the city’s diverse, fun-loving culture.  So they teamed up with online retail giant and designer Wayne Hemingway MBE to break the record for Most people modelling on a catwalk.  An incredible 3,651 people, including local residents, celebrities and professional models, took to the runway setting a new Guinness World Records title and generating media coverage worth in excess of £1m, including coverage in the Daily Mail, Sunday Times, OK! And
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About Guinness World Records
GUINNESS WORLD RECORDS (GWR) is the global authority on record-breaking achievement. First published in 1955, the iconic annual Guinness World Records books have sold over 136 million copies in over 20 languages and in more than 100 countries. Additionally, the Guinness World Records: Gamer’s Edition, first published in 2007, has sold more than 4 million copies to date.
Guinness World Records’ worldwide television programmes reach over 750 million viewers annually, and more than a million people subscribe to the GWR YouTube channel, which enjoys more than 300 million views per year. The GWR website receives 18 million visitors annually, and we have over 10 million fans on Facebook.  
The Guinness World Records commercial sales division provides bespoke consultancy services for some of the world’s top brands and agencies to help place record breaking at the heart of their marketing campaigns, employee-engagement programmes, and live and experiential events.