GWR Live is targeting the UK conference market with 'mass participation' group activities tailored to a business' corporate message.
GWR aims to allow every delegate to become the holder of a Guinness World Records title. Official Guinness World Records judges are present to adjudicate all record attempts.
The launch follows two UK pilot events in 2010, which were completed by media planning agency MEC and QAS, the Experian-owned data management company.
MEC's activity was part of its annual conference for its UK offices in London and Manchester, which took place in Barcelona in May 2010. Some 282 staff took part in three hours of record breaking with 41 records attempted, resulting in 15 new world records being set.
QAS's pilot, which took place in October 2010 at the Emirates Stadium, set the mass participation record for the most people standing on one leg for three minutes.
GWR Live director Paul O’Neill said: "The exceptional experience of attempting and achieving a Guinness World Records title is a once in a lifetime opportunity for most people. Now brands can create that unforgettable moment for staff at their own event."
Fern Holland, GWR's live events manager, has seven years experience in live events.