Vodafone has signed an estimated pounds 10m deal to advertise on
Van Wagner's Piccadilly Circus site for the next five years.
The exact value of the deal is unknown, but one poster buyer calculated
that "it's almost certainly a double-figures deal, especially once
maintenance costs are factored in". He also said he believed this to be
a record one-site deal.
The deal sees the communications giant take the site on Coventry House
in the heart of Piccadilly Circus, which is the only sign on the eastern
aspect of the thoroughfare.
The deal is part of Vodafone's push to "own" a number of high-profile
media, so that its rebranding will have maximum impact. It has already
concluded prominent ad campaigns at all major European airports, as well
as sponsorship of a number of leading sports teams, such as the Ferrari
F1 crew and Manchester United Football Club.
"This is one of our key measures to develop Vodafone as a global brand,"
said David Haines, the company's global brand director. "It is one of
the most prominent advertising locations in the UK, and we hope to add
similarly prominent sites in other UK cities."
Over two million cars and 32 million pedestrians pass the site every
This article was first published on Media Business