Hyundai to put name up in Piccadilly Circus lights

Piccadilly Circus: Sanyo exit makes way for Hyundai
Piccadilly Circus: Sanyo exit makes way for Hyundai

Hyundai, the Korean car manufacturer, has signed a deal with Land Securities to replace Sanyo as one of the five permanent advertisers on the iconic Piccadilly Lights site in central London.

In February Sanyo, the Japanese electronics manufacturer, announced it was calling time on advertising on the site, which is passed by 56 million people per year, after 33 years.

Hyundai is understood to have agreed to pay between £1m and £5m a year for less than five years, in a deal booked by PSI.

The site's only remaining neon light, situated bottom right, will be replaced with LED technology in the summer, which will allow the brand to create more advanced graphics.

The last time a new brand arrived on the site was in 1994, when Samsung took over from Panasonic.

In just over 100 years, the Piccadilly Lights have showcased 50 brands, including BP, Carlsberg, Foster's, Guinness, Kodak, Gordon's, Max Factor, Nescafe, Schweppes and Volkswagen.

The first brand to appear in illuminated lights was Perrier in 1908 and the first to appear in neon was Bovril.

Hyundai Motors, which was bought by South Korean car manufacturer Kia Motors in 1998, is raising its profile as a leading car manufacturer in Europe. As part of this drive it is sponsoring the Euro 2012 football tournament.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message