Guinness plans multi-media campaign

Guinness plans multi-media campaign

The Guinness World Records 2012 edition will be supported by a multi-media campaign, with Guinness World Records becoming the first publisher to sponsor the "Great it's five to eight" segment on ITV1's "Daybreak".

Editor in chief, Craig Glenday, said the book will contain about 4,000 records, of which about 3,000 are either new or updated. He said many will relate to the London Olympics site, and the title will include a Paralympics record section for the first time, ahead of London 2012.

Glenday added that the e-book edition, out on 28th November at £7.99, was part of GWR's drive to provide more content and in different formats, but added the hardback still "dominates what we do". He continued: "Because it is largely a gift purchase, it is satisfying to open it up on Christmas Day."

Among other launch initiatives, GWR is planning an online record-breaking platform, Guinness World Records Challengers, for fans aged 13-18 where they can attempt, break and rate record attempts, and interact with others.

The company will also run competitions for GWR Facebook fans, chats and Q&As with new record holders, and will run a month-long campaign on Mumsnet to build awareness of the 2012 edition ahead of Christmas. GWR will also be hosting an event for a group of UK-based mum bloggers and their children to review the 2012 edition.

The GWR consumer website will also have a searchable archive of the records, with the site newly tailored to the experience of the "young, record-breaking audience". 

Guinness World Records 2012 will be published on 15th September with an "air bubbles"-themed cover, priced £20.