Collaboration: Educational Publishing
Date: 2010 - 2011
Brand: Carson Dellosa
Location: USA & Canada
Business Challenge
Carson-Dellosa is one of the leading suppliers of educational solutions for educators and parents in the USA. For over 30 years, the brand has provided outstanding educational materials produced by the industry’s most recognized and respected award-winning brands.
Carson-Dellosa was looking for engaging content for school children in grades 3-5 (ages 9-11) for reading and math materials to be used by school teachers in the USA school system.
Another key goal was to create a marketing campaign which would bring publicity to the line by creating media buzz and exposure.
Guinness World Records Solution
Over the course of 10 months, Guinness World Records supplied Carson-Dellosa with textual and visual content specifically tailored for children aged 9-11 covering a host of different interests and themes.
Working cross-functionally with the marketing and PR teams, Guinness World Records engineered a nationwide challenge which asked schools to propose a record-breaking attempt. The favourite was then selected to be judged by an official Guinness World Records Adjudicator.
Record Breaking Results
The Carson-Dellosa Guinness World Records line covers six workbooks in reading and math across three separate grades as well as Fact Cards and Creative Writing Cards with further products in development.
The range is available in all trade retailers and educational outlets across US and Canada.
The accompanying marketing campaign created by Guinness World Records and Carson-Dellosa resulted in over 30 million media impressions and 120 million impressions on social media outreach.
In May 2011, the Carson-Dellosa Fact Cards were awarded the Dr. Toy Best Children’s Vacation product award.
Judy Harris, CEO Carson-Dellosa: “Carson-Dellosa chose to partner with Guinness World Records because it is a world class leading brand that brings educational value to the home and to the classroom.”
