Content area
Full text
1/EVENT
Campaign Launching the UK version of the Guinness Book of World Records 2009 Edition
Client Guinness World Records
PR team ln-house
Timescale June-December 2008
Budget £25,000
Guinness World Records (GWR) set out to publish its 54th annual compendium of extremes in September. The GWR team, which brought its PR in-house two years ago, wanted to strike a balance between the more unusual records that have made the headlines in recent years (most Ferrero Rocher chocolates eaten in one minute? Seven by Jim Lyngvild from Denmark), and the book's traditional appeal to children.
This year the book came with 3-Dphotographs and glasses to attract younger readers. The PR team decided the campaign should raise awareness particularly among boys aged seven to 13 and their parents,inthehopeof targeting this authence in the Christmas period.
Objectives
* To raise awareness of the book with boys aged seven to 13 and their parents
* To increase...