Vodafone splashes out for five-year Piccadilly poster

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

month.

This article was first published on Media Business