Marketing

About the Marketing Guide & Guidelines

Science North is pleased to present the highly interactive and entertaining traveling exhibition, The Science of Guinness World Records. The exhibition is developed and produced by Science North, in partnership with Ripley Entertainment Inc. and GUINNESS WORLD RECORDS. The materials and suggestions offered in this Marketing Guide are intended to assist you in developing your own marketing and promotional strategies. Our goal is to make this process as efficient as possible for you.

We encourage you to use the messages and images supplied, or to create your own within the guidelines provided.

Please remember, all marketing elements must be approved by Science North before use.

Science North is committed to providing approvals or requesting adjustments as quickly as possible. To request approval for artwork, please forward all requests to:

[email protected]

Be sure to review and adhere to the guidelines and mandatory requirements provided in your lease agreement.

If we can be of any assistance, please don’t hesitate to contact us at [email protected]

Marketing & Recognition Guidelines

Target Audience

Exhibit Descriptions

Sample Media Release

Editorial Ideas

Speakers & Entertainers

Promotional Ideas

Member Appreciation Events

Recommended Theme Merchandise

Sample Website Content

Sample Social Media

Advertising on Social Media and Online

Marketing and Recognition Guidelines

The Science of Guinness World Records (SGWR) exhibitors are responsible for all publicity, promotion, and advertising relating to the display of the exhibition at their venue.

Exhibitors must use the SGWR logo provided by Science North. Copies of the SGWR logo can be found under Logo and Branding Guidelines.

Exhibitors must identify and credit Science North, Ripley Entertainment Inc., and GUINNESS WORLD RECORDS as the developers and producers of the exhibition in all publicity, communications, and promotional materials relating to the exhibition, wherever practical, using the logos provided, and the following credit line: The Science of Guinness World Records is a production of Science North and in partnership with Ripley Entertainment Inc. and GUINNESS WORLD RECORDS. A copy of the logos can be acquired from Logo and Branding Guidelines.

All promotional materials used to market the exhibition must be submitted to Science North for approval at least 30 days before its use. If approval within a shorter time frame is required, Science North will do its best to accommodate such requests. Please contact your SGWR primary contact person for approval.

All publicity, communications, and promotional materials relating to the exhibition must also credit funders and any other exhibition tour sponsor/supporter as specified in this guide.

SGWR exhibitors must send to Science North, no later than 45 days following the date of closing of the exhibition, an attendance and publicity report. This summary report shall include attendance figures, press coverage, installation photos, and other pertinent information related to the display of the exhibition. Please submit the summary report to your primary contact person for the SGWR exhibition.

As per your SGWR Traveling Exhibit Lease Agreement, should there be an opening event for this exhibition, the exhibitor must invite representatives of Science North and its Sponsor to the event, and include a representative in the opening remarks.

As a SGWR exhibitor, you may solicit your own sponsors, subject to Science North’s approval, not to be unreasonably withheld.

Please refer to your SGWR Traveling Exhibit Lease Agreement for full details and to ensure you are meeting your contractual obligations in all areas.

Target Audience

The Science of Guinness World Records exhibition captures a broad range of audiences and gives your venue the opportunity to target and draw in a variety of visitors. In addition to your regular audiences, we encourage you to target your messages to the following audiences that you may not normally attract:

  • Families with kids between the ages of 6 and 12
  • Teens and young adults
  • Adults between the ages of 20 and 45 visiting without children
  • School Groups:
    • Science and Technology, Life Science, Social Science
    • Engineering and mathematics
    • Endurance
    • Entertainment
  • Leisure Market:
    • Sports teams attending tournaments
    • Youth groups
    • Major festivals
    • Travelers visiting friends

Exhibit Descriptions

25 words

Discover The Science of Guinness World Records. Only at [Location] until [Month] [Day]. Get your tickets at [website]. It’s your turn, [City]. Achieve Amazing.

50 words

From the world’s smallest stop-motion film to the world’s fastest human reflexes, learn the science behind these mesmerizing accomplishments with our new The Science of Guinness World Records exhibition. Only at [Location] until [Month] [Day]. Buy your tickets in person or online at [web address]. It’s your turn, [City]. Achieve Amazing.

100 words

All around the world, people are pushing themselves to achieve new and amazing things. From the world’s smallest stop-motion film, to the most drum beats in 60 seconds, to the longest mustache, the world is full of fascinating people achieving strange and incredible feats. Now, for the first time ever, we’re looking into the science behind these mesmerizing accomplishments with our new The Science of Guinness World Records exhibition. Learn the secrets, then try it yourself. Hurry to [Location], this exhibit is running only until [Month] [Day]. Buy your tickets in person or online at [web address]. It’s your turn, [City]. Achieve Amazing.

200 words

All around the world, people are pushing themselves to achieve new and amazing things. From the world’s smallest stop-motion film (hint: it’s measured in nanometers), to the most drum beats in 60 seconds (2,109… or 35 per second!), to the most consecutive pinky pull-ups (36!), the world is full of fascinating people achieving strange and incredible feats.

Now, for the first time ever, we’re looking into the science behind these mesmerizing accomplishments with our new The Science of Guinness World Records exhibition.

Go behind the scenes and see what it takes. Hear the stories of those who set out to break new ground and succeeded. Learn the secrets, then try it yourself. Challenge your friends, your family, your foes, your classmates, or even other visitors.

Set new records. Challenge old ones. Make the history books.

Fame and glory await those with the talent, courage, and tenacity to become #1. Be sure to check the event schedule for your opportunity to impress actual GUINNESS WORLD RECORDS™ adjudicators and become OFFICIALLY AMAZING™.

Don’t miss your chance! Hurry to [Location], this exhibit is running only from [Month] [Day] until [Month] [Day]. Buy your tickets in person or online at [web address]. It’s your turn, [City]. Achieve Amazing.

Sample Media Release

FOR IMMEDIATE RELEASE [DATE]

The Science of Guinness World Records

New exhibition at [host name] reveals the shocking science behind the world’s greatest achievements.

[CITY] – Coming this [Month] [Day], The Science of Guinness World Records is opening at [host name]. This traveling exhibition promises to reveal the secrets behind some of the most astonishing GUINNESS WORLD RECORDS™ to ever be set.

Developed over two years by Science North, this exhibition will challenge visitors to reconsider their preconceptions about what’s possible and what they themselves can achieve.

“The exhibition was really inspired by the success of The Science of Ripley’s Believe It Or Not,” said Guy Labine, Chief Executive Officer of Science North. “We’ve seen firsthand that people all over the world are hungry to be challenged, to be wowed, to expand their ideas about what human beings can actually do. We knew almost immediately that we were onto something big.”

Certain to be an experience to remember for a lifetime, The Science of Guinness World Records will leave visitors astonished as they discover exactly what goes into accomplishing the seemingly impossible.

How does one develop the ability to do 36 consecutive pull-ups, using only their pinky fingers? What does it take for someone to create the world’s smallest stop motion film? What possesses someone to learn how to solve not one but three Rubik’s Cubes simultaneously?

The Science of Guinness World Records is co-produced by Science North, one of Canada’s largest and most respected science centers, and Ripley’s Entertainment, the entertainment and edutainment company founded by the great Robert Ripley.

“Our record holders are simply the most incredible people you’re ever going to meet,” says John Corcoran, Director, Traveling Shows & Guinness World Records Attraction Development. “They defy belief and they often seem to defy physics and the nature of spacetime itself. But of course, what they’re really defying is our limited sense of what a person can do with enough time, enough practice, and enough dedication.”

“What we’re hoping to do with The Science of Guinness World Records is to show people that as shocking as these accomplishments are, it’s not magic. It’s science. If one person can achieve the incredible, so can you. We want to inspire people of all ages to throw out their limiting beliefs and push themselves to achieve what the world tells them is impossible.”

About Science North

Science North is Northern Ontario’s most popular tourist attraction and an educational resource operating the second- and eighth-largest science centres in Canada. Science North’s attractions include a science centre, IMAX® theatre, planetarium, butterfly gallery, special exhibits hall, and Dynamic Earth: Home of the Big Nickel. Science North also oversees an award-winning International Sales unit, which develops custom and ready-made exhibits and multimedia experiences for sale to science centres, museums, and other cultural institutions all over the world. Science North, in partnership with Laurentian University, offers North America’s first and only comprehensive Science Communication program, a joint Master’s and Diploma program. As part of its mandate, Science North provides science experiences throughout Northern Ontario including outreach to schools and festivals, summer science camps and more, and has a permanent base in Thunder Bay providing outreach to the Northwest. Science North is an agency of the Government of Ontario. For more information please visit sciencenorth.ca.

About Ripley Entertainment Inc.

Ripley Entertainment Inc. is a family of worldwide attractions, and a global leader in location-based entertainment. More than 15 million people visit its 100-plus attractions in 11 countries each year. In addition to its 31 Believe It or Not! Odditoriums, the Orlando, Florida-based company has publishing, licensing and broadcast divisions that oversee projects including the syndicated Believe It or Not! television show, best-selling books, and the popular syndicated cartoon strip, Ripley’s Believe It or Not!, that still runs daily in countries around the world. Ripley Entertainment is a Jim Pattison Company, the second-largest privately held company in Canada. Learn more about Ripley’s Believe It or Not! by visiting Ripleys.com and following them on Facebook, Twitter, YouTube, and Instagram.

About Guinness World Records

What’s the fastest game bird in Europe? This was the question that inspired the founding of Guinness World Records back in 1955. Starting with a single book published from a room above a gym, GWR has grown to become a global multimedia brand, with offices in London, New York, Miami, Beijing, Tokyo and Dubai. Today, we deliver world class content, not just through Books, but via TV shows, Social Media and nive Events. Our in-house consultancy works closely with brands and businesses around the world to harness the power of record-breaking and deliver award winning campaigns and business solutions. Our ultimate purpose is to inspire people i individuals, families, schools, groups, companies, communities and even entre countries – to read about, watch, listen to and participate in record-breaking. To join this record-breaking community – and find out the answer to that original question – visit guinnessworldrecords.com.

-30-

Media Contact

[ your contact ]

Editorial Ideas

  • International Launch.
  • National or international ties to world record-breaking attempts.
  • Appearances and interviews of local or national record-breakers.
  • How your visitors are achieving amazing.

Speakers and Entertainers

  • Local, national or international record-breakers/ attempters.
  • A GUINNESS WORLD RECORDS adjudicator on site at your event providing ‘in-the-moment’ verification of your record attempt success – essential for audience and media engagement.

Promotional Ideas

1. Media Event

Invite the media and influential members of the community to experience the exhibition prior to opening day. This will allow them to go out and create a buzz. The media event will allow the team to showcase the key features and themes of the exhibition to your community.

2. Adjudicated Events

Host events where the public can individually or as a group attempt to break a record with an official GUINNESS WORLD RECORDS adjudicator onsite. This helps create a direct linkage between your audience and the exhibition. Allowing the public to partake in a record attempt while celebrating their talents and skills will generate excellent “word of mouth” marketing and digital content.

3. The OFFICIALLY AMAZING Scavenger Hunt

Organize a city wide scavenger hunt where community members search for records around your town (e.g. the largest nickel). Leveraging local companies and community landmarks will gain direct engagement for this exhibit. On top of serving as an advertising opportunity for SGWR, this can also provide facts and information about the exhibition.

4. Gala

Have a Member Gala that features speeches, showcases relevant record holders and allows attendees to partake in records that they can attempt on-site. This gala can involve inviting key members and VIP clientele to a dinner that promotes SGWR.

5. Host a Speaker Series

Throughout the duration of the exhibition, immerse your audiences in the fascinating world of record-breaking with a “Speaker Series.” Consider record-breakers and scientists to discuss their personal stories and the science behind breaking a world record. Bring in a speaker in conjunction with your exhibition media launch to generate additional visibility for your opening, and be sure to have this person do the interview circuit.

Member Appreciation Events

1. Family Day

Experience the exhibition distraction-free. Invite members and their family members to a VIP showing of the exhibition after hours.

2. Record Holder Meet and Greet

Organize a meet and greet between your members and record holders. This helps bring involvement directly to the exhibition.

Recommended Theme Merchandise

  • The GUINNESS WORLD RECORDS Book.
  • The Science of Guinness World Records and GUINNESS WORLD RECORDS merchandise including hats, sweaters, keychains, pens, items that reflect exhibit experiences.

Sample Website Content

The Science of Guinness World Records only from [Start date] to [End date]

Achieve Amazing

Be amazed. Be amazing. Come to our newest exhibition, The Science of Guinness World Records. Discover the world’s great record holders, what it took to cement their names in the history books and potentially become a part of history yourself!

All around the world, people are pushing themselves to achieve new and amazing things. From the world’s longest moustache (14 feet!), to the most drum beats in 60 seconds (over 2100 beats… or 35 per second!), to the most consecutive pinky pull-ups (36!), the world is full of fascinating people achieving strange and incredible feats.

Now, for the first time ever, we’re looking into the science behind these mesmerizing accomplishments with our new The Science of Guinness World Records exhibition.

Go behind the scenes and see what it takes. Hear the stories of those who set out to break new ground and succeeded. Learn the secrets, then try it for yourself. Challenge your friends, your family, your classmates, or even other visitors.

Set new records. Challenge old ones. Make the history books.

Fame and glory await those with the talent, courage, and tenacity to become #1. Be sure to check the event schedule for your opportunity to impress actual GUINNESS WORLD RECORDS™ adjudicators and become OFFICIALLY AMAZING™.

It’s your turn, [City]. Achieve Amazing.

[Buy Tickets]

#AchieveAmazing

[Gallery of Photos from the exhibit, taken from Instagram and/or Facebook.]

Produced by:

[Science North logo] [GUINNESS WORLD RECORDS logo]

Sponsored by:

[Sponsor logos.]

Sample Social Media

YouTube/Facebook Video: SGWR Practice Bloopers

00:00:00

Audio: upbeat instrumental

Video: Close up of man’s face wearing sport band, eyes look right as music beat starts.

00:00:02

Video: full frame reveals subject trying to land freethrow baskets.

00:00:03

Video: Close up cut frame montage of missed shots on net and…

00:00:06

Video: …cut scenes of various throw styles: one hand, from between the legs, and finally a lazy backward shot which his daughter catches and throws making a basket herself.

00:00:08

Video: …man turns just as the ball goes in. He mistakenly thinks he landed his backward shot and celebrates believing he just pulled off something amazing.

00:00:12

Announcer: There are a lot of ways to achieve a Guinness World Records title. It’s your turn. Achieve Amazing.

Advertising on Social Media and Online