US contractor Van Wagner looks set to change the face of one of
Britain’s most famous landmarks, having landed the contract to sell the
Spectacolour electronic poster site on Piccadilly Circus.
The location is considered one of the three most sought-after outdoor
spots in the world, alongside sites in New York’s Time Square and Ginza
in Tokyo, both already sold by Van Wagner.
Maiden was selling Spectacolour up until last May, but ditched the site
when the landlord raised the rent. ’It is a great site,’ said Maiden
sales director Alex Ward, ’but it got too expensive.’
If the site was fully booked for a whole year at the average rate it
would bring in more than pounds 12 million. Van Wagner aims to increase
its revenues by shifting from the outmoded dot-matrix technology in
favour of neon, which is more eye-catching and flexible.
Steve Bond, client services director at Posterscope, said: ’The site’s
got great potential but poor technology. It’s time someone did something
with it.’ Colin McKinnon, director at Poster Publicity, agreed: ’It’s a
great location, but it might be too high. If Van Wagner can change the
format it’ll be very popular.’
Van Wagner is looking for a sales director. Those said to have been
approached are Fiona Holland of JC Decaux, Adam Butterworth of More and
Kevin Shute, formerly of CIA Medianetwork.