Last Monday, whilst most people were tucking in to cucumber sandwiches or sipping Pimms in honour of the Jubilee, I was helping to break a Guinness World Record at an event that demonstrated why PR is so much more than securing column inches.
Monday (4th) marked the start of National Camping and Caravanning Week (NCCW) and as it was also one of the key jubilee dates The Camping and Caravanning Club planned a very special Jubilee event at their site in Sandringham– one that saw them attempt to break the Guinness World Record for the largest number of people wearing paper crowns in 24 hours (multiple venues).
As the event was supported by our client Pom-Bear we were there to lend a hand and I was lucky enough to be able to take my family along too.
I cannot begin to tell you how excited my children were, not only were they going to get to meet Pom-Bear but they were also set to be record breakers! They asked endless questions and told their friends, their teachers, in fact they told anyone who would listen (even our postman). Before we even got there the excitement that had been created was immeasurable.
The kids loved the appearances from Pom-Bear who joined the campers throughout the day; hundreds of pictures were taken not just of Pom-Bear with the kids but with adults too.
The President of the Camping and Caravanning Club, David Bellamy, also proved to be very popular; he organised two nature walks and managed to hypnotise my six year old (and also my husband!) from start to finish. I’ve been educated on poisonous plants, types of trees, bugs and grubs – all by Tom following his nature adventure with David Bellamy.
Picture courtesy of The Camping and Caravanning Club/Steve Wright Photography
This activity demonstrated the value of hosting events and creating opportunities for consumer engagement that help to communicate and reinforce the personality of a brand. This event had everything that its target audience desired, it:
– catered for the whole family
– had the right degree of celebrity association and brand partnerships (which added value)
– staged appropriate activities that in this case demonstrated the fun and adventure involved in camping, caravanning and the great outdoors
– capitalised upon a popular and topical occasion
– was fun
– created great opportunities for on and offline coverage
Did they break the record? They sure did and yes we are all proud to say that we were one of over 14,000 people across the UK to help break the Guinness World Record for the largest number of people wearing paper crowns in 24 hrs (multiple locations).
Pom-Bear helping to break a Guinness World Record
We also have a signed paper crown, which sits at the foot of Tom’s bed. But it isn’t any ordinary paper crown, it’s one that helped break a record and also one that has been signed especially for Tom by his new hero David Bellamy.
Well done Camping and Caravanning Club, you staged a great event that has created many wonderful memories that my kids (especially Tom) will dine out on for many years to come.
Picture courtesy of The Camping and Caravanning Club/Steve Wright Photography