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A site at the famous Piccadilly Circus area of London has become available following Sanyo's decision not to renew the contract for its sign. The electronics company installed its first sign at the site, called Piccadilly Lights, in 1978.

Land Securities, which owns Piccadilly Lights, has emphasised the value of the site – which is seen by more than 34m pedestrians plus road passengers each year – to global brands, and has stated it is an opportunity to replace the Sanyo sign with 'a state-of-the-art LED screen'.

The site has been used by advertisers for over a century and currently features signage from Coca-Cola, McDonald's, Samsung and TDK, who last year upgraded its neon-lit sign to an LED display.

"This really is a very rare opportunity for a brand to become part of the London landscape," states Tim Allibone, asset manager, London Portfolio, Land Securities. "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 56m pedestrians and passengers which pass by every year."