24 September, 2020

Christopher Irwin

The MD of the Guinness World Records on the company's Road Challenge event

Christopher Irwin
What's so unique about this event ?
The 6-continent, 25-country, 37,000-km-long endurance drive across 24 times zones starting next October is the first event we've organised; it's also the world's first multiple entry professionally - managed circumnavigational event.

Why this move to events from record-keeping ?
Global record holders fascinated me with their grit and determination. We'll promote them through such events.

So will Guinness now become event-organiser from being record- keeper ?
I'd call it a logical brand extension. We are the worldwide authority on records, a truly global operation belonging to a 20 billion group and one of the grestest brands.

Is it because of the growing power of TV over print?
The 44-year-old Guinness Book sells in 78 countries. Hardback sales are some 3.5 millions annally;paperback sells a million copies. We're on Fox network in the US and UK; soon on German, Japanese, East Asian networks. We're on the Net, in multimedia.

Is record breaking still a major activity?


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