The Brief
Cath Kidston wanted to celebrate the brand's 25th anniversary in a unique and memorable way, hoping to increase brand awareness and engage its consumers.
Cath Kidston used Guinness World Records' commercial services to throw and verify the Largest cream tea party, an event that would embody the Cath Kidston company ethos to "Brighten Up Your Day,"and generate buzz around the brand.
The Solution
PRE-ACTIVITY
Three weeks of promotion on Cath Kidston’s owned media, promoting the attempt with content utilising the GWR brand and logo, purchased through brand licensing, to amplify the campaign. The event proved to be extremely popular, selling out all 1,100 tickets without any paid media.
THE OFFICIAL ATTEMPT
An Official Adjudicator attended Cath Kidston’s event, providing instant verification on the record attempt. GWR branded event collateral further increased interest from media partners and added prestige to the event.
UK television presenter, Mary Berry, hosted the event, securing further earned media coverage with the celebrity endorsement. The 979 attendees were all awarded GWR medallions of participation.
POST-ACTIVITY
2 weeks of post-event GWR brand licensing for Cath Kidston’s owned media and marketing materials. Cath Kidston issued a UK press release, paid for advertising and branded video content post-event. We amplified the story on GWR owned media channels, maximising the campaign reach.
"Successfully breaking a GUINNESS WORLD RECORDS title in our 25th year has not only helped us achieve our key objective of raising brand awareness with this globally recognised accolade. The achievement has also created a resoundingly positive sentiment among not only the guests that attended the event, but also our wider social media community."