The Great Big Christmas Turn On campaign, launched by Vivid Hospitality Solutions, is off and running, with Robin Sheppard, this week's AA Lifetime Achievement winner, supporting the Guinness World Record attempt.
The Great Big Christmas Turn On will see hundreds of hotels, restaurants, schools, universities and contract caterers across the UK simultaneously turn on their Christmas tree lights.
Sheppard previously told The Caterer: "Bespoke Hotels is delighted to be partnering with Vivid Hospitality Solutions and supporting the Big Christmas Turn On. Thirty of our key properties across the UK will be participating, with proceeds going to support the vital work of Hospitality Action, a cause very dear to us."
All participants will automatically become part of the Guinness World Record attempt, allowing them to raise money for people in hospitality who are less fortunate than others or who have fallen on hard times. It also provides operators with the opportunity to organise a Great Big Christmas Turn On event and invite customers to be part of the world record.
Nicolas Esclapez, hotel manager at the Franklin in Knightsbridge (part of Starhotels Collezione), said: "Hospitality Action is the charity that's there for hospitality workers across the industry, so the Franklin is very pleased to be able to recognise that, and to be one of the first hotels to sign up and donate. We are honoured to be a part of this amazing record attempt."
Toby Garden, general manager at Nobu Shoreditch, said: "Nobu Shoreditch is delighted to be able to participate in this exciting world record attempt by the hospitality industry. The welfare of hospitality staff, both at Nobu and across the industry, is an important focus for us, and it's brilliant for us to be able to positively contribute to Hospitality Action's valuable work in this way."
Mark Lewis, chief executive for Hospitality Action, added: "The Great Big Christmas Turn On is a call to action for our industry. By taking part you will spark that festive feeling for your guests, create an opportunity to engage with your local media and community, and provide a beacon of hope to the many who are struggling out of sight."
The record attempt is being organised by Vivid Hospitality Solutions and The Caterer in support of Hospitality Action, and will use Vivid's cloud technology, paired with smart plugs and control-console software to power the lights. The software will be analysed by the Guinness World Record team to fully adjudicate and ratify the record.
To get involved, visit the Great Big Christmas Turn On and pledge £99 to receive your smart plug.
Make your pledge and follow the journey using #ChristmasTurnOn.