Record title: Most people being massaged
Date: March 2010
Brand: Tourism Victoria
Location: Victoria, Australia
Business Challenge
Tourism Victoria is the not-for-profit company which encourages tourism across Australia’s Greater Victoria area.
The brand wanted to promote the diverse experiences on offer in the Victoria region and aimed to establish the town of Daylesford as spa and wellbeing ‘capital’ of Australia.
To do this, Tourism Victoria enlisted the support of Play Communication to create a record-breaking event that would showcase the town’s therapeutic offering.
Guinness World Records Solution
In line with Daylesford’s spa credentials the concept for a Guinness World Records attempt for the Largest simultaneous massage was born.
Tourism Victoria used the natural beauty of the region as a picturesque backdrop for a record attempt to focus public attention on Daylesford spa products and promote tourism.
The Massage en Masse event saw 263 qualified massage therapists and 263 volunteer ‘massagees’ come together in a history-making event.
The event was hosted by Australian model and TV presenter, Sophie Falkiner, with therapists completing 12 minutes of massage treatments.
On completion of Massage en Masse it was announced that, with 526 participants, Tourism Victoria had set a new world record and earned its place in the Guinness World Records.
Record Breaking Results
Tourism Victoria’s Massage en Masse event attracted attention from national and international press, with four television pieces, eight articles in print publications, 10 radio mentions and 33 pieces of online coverage.
The total estimated advertising value generated was AUD $230,000.
