Record title: Largest Parade of Utes and Largest Gathering of People Wearing Singlets
Date: September 2010
Brand: Deniliquin Ute Muster
Location: Deniliquin, Australia
Business Challenge
The Deniliquin Ute Muster is a unique festival in the rural Australian town of Deniliquin.
The festival was started in 1999 with the aim of bringing more visitors to the town thorough a rural themed event, bringing together Australian music and culture, food and drink in a proud celebration of the country's icons.
The first festival was known as Deni Play on the Plains, as a result of the town's location on the edge of the flattest natural plains on earth, and attracted more than 5,000 people.
Since 1999, the two-day festival has taken place in Deniliquin, New South Wales every Labour Day Long Weekend (September/October) and attracts sponsorship from major Australian brands including Bundaberg Rum and General Motors Holden.
Guinness World Records Solution
At the first event in 1999, Deniliquin's festival established itself on the world stage with a Guinness World Records attempt for the world's largest parade of utes – the proud icon of Australian motoring.
Denilquin's organisers expected some 1,000 vehicles to take part, however on the day 2,839 utes joined the parade and smashed into the record books with a new Guinness World Records title, which remains unbroken today.
In 2009 the Deniliquin Ute Muster introduced a new record attempt paying homage to another Australian institution – the blue singlet.
The festival aimed to bring together the most people wearing blue singlets anywhere on the planet and secure another Guinness World Records title.
Deniliquin's dedicated visitors did not disappoint with 3,500 singlet wearing festival goers ensuring a new Guinness World Records title was achieved.
Record Breaking Results
The success of Deniliquin's Guinness World Records is reflected in the continued growth of the festival.
From 5,000 people in 1999 the Deniliquin Ute Muster now attracts crowds in excess of 25,000 people and continues to expand, with visitors coming together from every corner of the country to share their loves for all things Australian.
Liz Mecham, marketing manager for Deniliquin Ute Muster, comments: "People feel a real sense of ownership of our Guinness World Records. It brings a sense of unity to the festival, plus it plays to that great competitive Australian spirit.”
