The iconic advertisements at Piccadilly Circus look set to see a change as Sanyo pulls out after 35 years, marketing news reports.

The 1,250 square foot display is estimated to be seen by 56 million people every year. It is the only neon sign still on display at the site, with the other brands including McDonalds, Samsung and Coca Cola having upgraded to LED in recent years.

The site, which has been owned by Land Securities since the 1970s, has not seen a change since Samsung took over from Panasonic in 1994.

Asset manager for the London portfolio at Land Securities, Tim Allibone, told Marketing Magazine, “This is a very rare opportunity for a brand to become part of the London landscape. Whoever is fortunate enough to secure the available space will benefit from a huge influx of tourists anticipated to come to London in the next couple of years in addition to the usual 56 million pedestrians and passengers which pass by every year.”

The site has been using illuminating adverts since 1908. Perrier was the first to sign up and Bovril was the first brand to use neon for its display. Other brands that have used the site over the last 100 years include Volkswagen, Guinness, Kodak and BP.

Land Securities is set to see a buoyant few years, with its announcement that it is to become one of only two developers opening a shopping centre in the UK in 2013; the 460,000 square foot Trinity Leeds development in the heart of Leeds city centre.

Speaking of the plans, Land Securities’ Managing Director For Retail, Richard Akers said on landsecurities.com, that interest in their sites supports the view that despite troublesome times for the retail business, there is still ”demand from retailers for the right property in the right location.”

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