Piccadilly Circus lights could become one giant screen

London's six iconic advertising hoardings at Piccadilly Circus could soon become one giant screen.

Piccadilly Circus lights could become one giant screen

Land Securities, the site’s owner, has won planning permission to replace the six screens with one screen that could be sold for upwards of £30m a year according to industry estimates.

The six screens are worth more than £4m a year, but a single screen would be worth more than the individual screens combined, according to Lorna Tilbian, Numis Securities’ media analyst. 

The first electrical ads appeared in Piccadilly Circus in 1908, with Perrier the first brand to be illuminated. Coca-Cola took its sign in 1955 and has had it ever since.

Piccadilly Circus was built to connect Regents Street with Piccadilly in 1819 and has been owned by Land Securities since 1968.

A Land Securities spokesman told The London Evening Standard: "We are working with experts in new technologies and out-of-home marketing to completely reposition this iconic site, giving advertisers innovative ways to interact with the two million weekly passers-by."

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
How easyJet transformed customer data into emotional anniversary stories
Shares0
Share

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

Just published

More