Brief

The Guinness Book of Records is launching its first national TV campaign with a 500,000 pre-Christmas ad blitz. The push, which is aimed at children between eight and 14-years-old, comprises 30-second and ten-second executions and has been devised by Triangle, with media buying through John Ayling & Associates. Guinness Book of Records marketing director Malcolm Roughead says the national launch follows a regional trial in the Midlands which, he claims, boosted sales by more than 30 per cent. He adds: “The test results were very encouraging. We now have the confidence to launch our first national TV campaign.” The ad will run for three weeks on ITV, Channel 4, Channel 5 and selected satellite channels.

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