Van Wagner lands Piccadilly supersite

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.

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.



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