Rare advert switch for London icon

The huge advertising display at Piccadilly Circus in central London will soon get a new look, as Japanese electronics brand Sanyo withdraws after 33 years.

But soon the huge advertising display in Piccadilly Circus will get a new look.

The Japanese electronics brand Sanyo is withdrawing after 33 years.

Property firm Land Securities has owned the building and the display since 1971. Donal McCabe, Director of Corporate Communications.Donal McCabe, Director of Corporate Communications at Land Securities, saying:

"You've got several world famous brands who've advertised here for lots of years and for some of them it's the only place they advertise, here or Times Square. So you really are having your global brand in a globally-recognised landmark."

UPSOT FILE: "Piccadilly Circus still the centre of that never-ending stream of traffic...... "

Seen here in 1947 - the site known as the Piccadilly Lights has been advertising brands since 1908.

Samsung was the last to arrive, and that was 17 years ago.

PTC:

An estimated 56 million people go past this sign every year.

With the 2012 London Olympics fast approaching, whichever brand secures a spot here should be guaranteed extra special exposure.

Donal McCabe, Director of Corporate Communications at Land Securities, saying:

"Interested companies are already contacting us, they'll contact us, they'll talk about what they're after, we'll see whether the Lights can help them deliver that. Then we'll draw up a shortlist and we'll talk to those companies about who takes the valuable slot. And obviously we'll have to consider who it is, the look and feel, and whether they're prepared to pay the going rate really to be on such a landmark."

Land Securities won't say what the going rate is.

This time, they're also considering offering a shorter-term contracts, lasting two years.

Whoever secures the spot may have to wait a while to see their name in lights.

Sanyo has the only neon-lit sign.

When a new brand takes over, an LED display will have to be installed, and that could take some time.

Joanna Partridge, Reuters