Hyundai to star at Piccadilly Circus

08th July 2011

Hyundai is getting its name in lights. The Korean car company will take over one of the permanent 'Piccadilly Lights' from electrical giant Sanyo this autumn.

The billboard slot is rumoured to be costing Hyundai up to £5m a year in rent for less than five years. It is a major coup though, as changing advertisers at Piccadilly Circus is very rare – Coca Cola has had a sign there since 1955 and the last time there was a change was when Samsung replaced Panasonic 17 years ago.

Hyundai will move into the 1,250 sq ft space in the autumn, changing Sanyo's neon sign to a high-tech LED screen. The move to acquire space at Piccadilly Circus is the latest example of Hyundai's high-profile marketing strategy. In addition, the firm is sponsoring Euro 2012.