Guinness World Records Establishes Strategic Partnership With Chillisauce

LONDON, February 22, 2011 - Guinness World Records, the universal authority on record-breaking
achievement, today announces a commercial partnership with award-winning
Event Management Agency, Chillisauce for the Guinness World Records Live!
division of its portfolio.

Guinness World Records, best known for its annual big book of world
facts, created the brand extension Guinness World Records Live! to enable
commercial cliental access to the brand's high value position.

For the first time in the UK, this newly formed partnership will see
Chillisauce and Guinness World Records Live! working with brands to deliver
unique campaigns and events built on the concept of breaking world records.

Adam Wide, Guinness World Records Live! Creative Director elaborates:

"A Guinness World Records Live! event enables any brand to establish,
reinforce or change a marketplace perception. Clients can now carry out
marketing activities such as road shows, challenge fairs, new product
launches or PR stunts - with the backing-power that our brand provides.
Engagement is readily achieved too, while trying to break world records
consumers get completely lost in the moment, we're thrilled while delivering
those small yet significant slices of happiness!"

In addition to the excitement and credibility achieved through the
execution of an event or campaign, clients are able to leverage the community
that has been cultivated over Guinness World Records' 56 year heritage.

Access to its 12 million unique website browsers, 83 million YouTube
viewers, 250 million global TV audience and 180,000 Facebook fans can deliver
complete integration across all consumer touch-points.

William Bicknell, Commercial Director at Chillisauce adds:

"Where this concept differs entirely from the likes of a typical
Experiential Marketing Campaign is that there's no need for persuasion or
convincing. Interaction with the brand is actually sought out and that's due
to the sheer power of the brand, people are completely at ease with it".

Guinness World Records publishes the world's best selling copyrighted
book of all time, selling more than 3 million copies every year. It is one of
the UK's best known and loved brands with a 56-year heritage in documenting
record-breaking achievement and even more interestingly is the most stolen
book from public libraries worldwide!

For further information see: www.gwrlive.co.uk

NOTES TO EDITORS

About Guinness World Records Live!

Guinness World Records Live! is a brand new, dynamic business
area of the global Guinness World Records(TM) brand, which takes the magic of
record-breaking straight to the fingertips of the public in an interactive,
entertaining and accessible fashion. First developed in Dubai, the Guinness
World Records interactive experience involves creating an environment where
the public can attempt records and become genuine record holders
instantaneously. Guinness World Records Live! can be set up in various places
such as shopping malls, resorts, or theatres; or as a touring road show,
mobile marketing campaign or corporate adjudication night. The mission is to
entertain, educate and inspire people through a live Guinness World Records
experience; and to celebrate ordinary people achieving extraordinary feats.

About Guinness World Records

Guinness World Records is the universally recognized authority
on record-breaking achievement. First published in 1955, the annual Guinness
World Records book is published in more than 100 countries and 25 languages
and is the highest-selling books under copyright of all time with more than 3
million copies sold annually across the globe. Guinness World Records
celebrated its 50th anniversary edition in 2004, a year after the sale of its
100 millionth copy. Guinness World Records also annually publishes the
Gamer's Edition; a records book devoted solely to the world of computer
gaming and high score record achievements. The Guinness World Records website
(www.guinnessworldrecords.com) receives more than 11 million visitors
a year. Guinness World Records is part of the Jim Pattison Group, one of
Canada's largest privately owned companies which is a conglomerate of
interests, including advertising, broadcasting, grocery stores and automotive
retailing.

About Chillisauce

Chillisauce is an award-winning London based Events Management Agency
which has been in operation since 2002. Chillisauce provides a full spectrum
of event services to the corporate sector such as Product Launches,
Experiential Marketing Campaigns, Award Evenings, Training and Development,
Incentives, Conferences, Team Building and Corporate Parties. Priding itself
and being recognised as a creative leader in the events industry, Chillisauce
focuses on delivering events which are unique and creative, on budget and
brand while ensuring return on investment is achieved for the client. As
official partners for Guinness World Records Live! Chillisauce is responsible
for the operational, sales and marketing logistics of the partnership.
Chillisauce is headed up by Managing Director James Baddiley, Commercial
Director William Bicknell and Finance Director Matthew Hull.

A picture/s accompanying this release is available through the PA
Photowire. It can be downloaded from www.pa-mediapoint.press.net or
viewed at www.mediapoint.press.net or www.prnewswire.co.uk.

    Charlotte Butterfill, Business Development Manager
    E: charlotte@chillisauce.co.uk, T: +44(0)207-299-1851

    Eva Kulma, Marketing & Comms Manager
    E: eva@chillisauce.co.uk, T: +44(0)207-299-1885

Charlotte Butterfill, Business Development Manager, E: charlotte at chillisauce.co.uk T: +44(0)207-299-1851; Eva Kulma, Marketing & Comms Manager, E: eva at chillisauce.co.uk T: +44(0)207-299-1885