Record title: Most Landmarks Illuminated in 24 Hours
Date: October 2010
Brand: The Estée Lauder Companies
Location: New York City, USA
Business Challenge
Estée Lauder Companies is a leading manufacturer of skin and hair care, makeup and fragrance.
In 1992, the brand co-created the Pink Ribbon – the international symbol of breast cancer awareness – and launched its Breast Cancer Awareness (BCA) Campaign to raise awareness of breast health and funds for the Breast Cancer Research Foundation.
In 2000, the BCA Campaign launched the Global Landmarks Illumination Initiative which illuminates iconic global landmarks in pink lights during Breast Cancer Awareness Month.
To commemorate the 11th anniversary of illumination initiative, Estée Lauder Companies sought a high-profile global event which would engage and inspire.
Guinness World Records Solution
The record-breaking achievement needed to reflect the global scale of the campaign’s charitable work over the past 11 years.
In line with this, Guinness World Records established an attempt for a first-time world record, the Most landmarks illuminated in 24 hours.
The global record attempt began in Australia on 30th September with the illumination of Federation Square in Melbourne and the National Library of Australia in Canberra.
Illuminations continued around the world with iconic structures such as Burj Al Arab in Dubai, Taj Mahal Hotel in India and Tokyo Tower in Japan.
Events culminated 24 hours later in New York at the Empire State Building on 1st October.
As illuminations took place around the world, the Guinness World Records global adjudication team worked throughout the 24-hour period to review the evidence, ensuring that the new title could be announced at the morning press conference in New York City.
Record Breaking Results
Estée Lauder Companies illuminated a total of 38 global historic landmarks in pink lights during the 24-hour period.
The certificate presentation at the Empire State Building was attended by Evelyn H. Lauder, Elizabeth Hurley, William Lauder and Fabrizio Freda, all representatives for Estée Lauder Companies, as well as media including Reuters TV, Getty Images, NY1 and REX USA.
The global event secured worldwide media coverage across broadcast, print and online outlets that stretched across America, Canada and the UK to Australia, New Zealand and India.
