Burberry ad-campaign showcases on 'One Piccadilly' at Piccadilly Lights
17 December 2013
Land Securities is partnering with Storm, Clear Channel UK’s premium out-of-home media offering, to deliver landmark brands with bespoke digital outdoor advertising opportunities at the first ever new screen at Piccadilly Lights, one of the world’s most photographed locations.
Burberry is the first brand to take the new screen, which will offer bespoke out-of-home opportunities to multiple brands. The current Burberry campaign launched on Thursday 12th December and will run over the festive season, following this Land Securities will continue to work with Storm and the iconic British label, Burberry, in the New Year.
The partnership with Storm brings new flexibility to premium outdoor advertising with bespoke solutions ranging from a targeted two-hour campaign aimed at commuters on a Friday night to a year-long residency.
Rob Jewell, Asset Management Director, London West End at Land Securities said: “Storm is the perfect partner to help Land Securities realise the full potential of Piccadilly Lights as one of the world’s most recognisable and coveted advertising locations. Until now, space like this has rarely become available for brands, so we’re hugely excited to now be able to provide a bespoke platform that showcases content from some of the most iconic brands in the world.”
The new screen, One Piccadilly, at Piccadilly Lights was constructed as part of redevelopment work to the site and sits above the retail units occupied by Barclays and Boots. The 25m by 5m 10mm SMD LED screen brings unrivalled screen quality and resolution to deliver eye-grabbing imagery, contrast and colours to propel brands to new heights in the heart of London.
Piccadilly Lights is one of London and the world’s best known landmarks and has been a feature of the city for over 100 years. Recent research carried out by Land Securities estimates that over two million people pass through Piccadilly Circus every week with 70% of those visiting as pedestrians The unmatched combination of high footfall and full motion screen capability makes the site a unique opportunity for brands looking to project a significant stature with a prominent global reach.