Media & Insights

eBay set to advertise at the new Piccadilly Lights

20 October 2017

Landsec, the UK’s largest listed commercial property company and owner of Piccadilly Lights, today announces that global online marketplace, eBay, has signed a deal to advertise on  one of the six positions of the innovative new screen when it is switched back on this month. eBay joins a line-up of iconic advertisers at the premium site, appearing alongside Coca-Cola, Hyundai, Samsung and L’Oréal Paris. 

eBay will use the state of the art digital screen to showcase its new brand platform ‘Fill your cart with Colour’ which launched in Autumn. The campaign encourages shoppers to break away from ‘beige’ conformity and shop more colourfully. With one billion items for sale, right now, on the global marketplace, it’s the shopping destination to buy the things that make you, you. 

Gareth Jones, Senior Marketing Director at eBay said:

“eBay is a marketplace that has vibrancy, individuality and colour at its core. There’s no more iconic and colourful site than the Piccadilly Lights with its new 4K LED screen. We’re excited to see our ‘Fill Your Cart With Colour’ campaign come alive at this innovative site.” 

The world-famous Piccadilly Lights have been switched off since January for major renovation work that will see the original patchwork of screens replaced with a single state-of-the-art 4K LED digital screen and live technology hub. It will be the largest screen of its kind in Europe and will have the ability to divide into six full and subtle motion segments. Advertisers will be able to stream live videos, lifestyle updates, such as weather and sports results, and real time social media feeds. 

The countdown to switch on is being marked by the #PiccadillyOn campaign which invites people around the world to be part of this remarkable moment in London’s history, in aid of Barnardo’s, the UK’s largest children’s charity and Landsec’s national charity partner for 2017. For a minimum donation of £2.00, people can bring colour to life by sponsoring a unique colour chip which will form part of a 3D countdown clock on the screen, before forming part of a choreographed reveal moment. 

At relaunch, the screen will be powered up with a spectacular display of the sponsored colours, each of which will be shown on screen and live streamed on Facebook for fans across the globe to watch.

Anyone can own a unique piece of London’s digital history by visiting www.PiccadillyOn.London, where they can choose their colour to support Barnardo’s and be part of this historic moment. Supporters will also receive their unique digital colour chip to post on their social media channels. 

Vasiliki Arvaniti, Portfolio Director at Landsec said: 

“It’s brilliant to be able to welcome eBay to Piccadilly Lights. The Lights have always been a site with tradition for innovation and eBay’s use of technology to connect people from around the world reflects the essence of the lights themselves. Ahead of the big reveal, we are extremely proud to to be raising money for Barnardo’s through the #PiccadillyON campaign.”

Tim Bleakley, Chief Executive Officer at Ocean Outdoor said:

“We are delighted that eBay is now a brand partner for Piccadilly Lights. The technical capabilities of the new Piccadilly Lights are really exciting and we are looking forward to working with a globally renowned brand.” 

eBay is signed to advertise on the lights until January 2018, in a deal struck by Landsec and Ocean Outdoor through MediaCom.

To get involved and be a part of the iconic switch-on moment, people can choose their colour and donate at www.PiccadillyOn.London and share their support on social media using #PiccadillyOn.


Notes to Editors

For media enquiries please contact the team at Teneo Blue Rubicon on and 020 7260 2700  

History of Piccadilly Lights 

  • An estimated 100million people pass through Piccadilly Circus each year
  • The first illuminated advertising hoarding at Piccadilly Circus was a Perrier sign, installed in 1908 
  • Piccadilly Circus used to be entirely surrounded by illuminated advertising signs which were originally powered by light bulbs, later replaced by neon lights. 
  • Digital projectors were first introduced in 1998 
  • LED displays completely replaced neon by 2011
  • Coca-Cola has had a sign at Piccadilly Circus since 1954
  • Landsec has owned Piccadilly Lights since the 1970s 

New screen details

  • 17.56m high x 44.62m wide (circ 790m2)
  • Greater than 4K Resolution: 5490 x 2160
  • 3 in 1 LED packages that generates trillions of colours and exceptional brightness
  • 8mm pitch screen 

About PiccadillyOn

PiccadillyOn is a charity campaign launched to raise funds for Barnardo’s and mark the switching on of the world-famous Piccadilly Lights after over nine months of renovation works. The campaign is run by Landsec, the UK’s largest listed commercial property company, which has owned the site in London’s West End since the 1970s. For more information and to be part of the campaign, visit PiccadillyOn.London or follow PiccadillyOn on Facebook or Instagram. 

About Landsec

At Landsec, we believe great places are for people to experience and are made with the experience of great people. As the UK’s largest listed commercial property company, with 23.2 million sq ft of real estate and a portfolio valued at £14.4 billion, we own and manage some of the most successful and recognisable assets in the country.

In London, our portfolio totals more than £8.3 billion, and consists of 6.5 million sq ft of real estate. From the world-famous Piccadilly Lights to the transformation of Victoria, SW1, we deliver exceptional experiences for the businesses and people that live and work in, and visit, the capital.

In Retail, across our 16.7 million sq ft of assets, we create outstanding experiences for customers and guests alike. Combined with the strength and resilience of our portfolio, this means we regularly outperform industry benchmarks for footfall and sales. We offer more than convenience and choice, recognising that memorable destinations are key to attracting the shoppers and retailers of today, and tomorrow.

We also aim to lead our industry in critical long-term issues – from diversity and community employment, to carbon and climate resilience. Everything we do is grounded in experience and begins with people. We deliver value for our shareholders, great experiences for our customers and positive change for our communities. At Landsec, everything is experience.

About eBay

eBay Inc. (NASDAQ: EBAY) is a global commerce leader including the Marketplace, StubHub and Classifieds platforms. Collectively, we connect millions of buyers and sellers around the world, empowering people and creating opportunity through Connected Commerce. Founded in 1995 in San Jose, Calif., eBay is one of the world's largest and most vibrant marketplaces for discovering great value and unique selection. In 2016, eBay enabled $84 billion of gross merchandise volume.

About Barnardo’s

The charity has helped transform the lives of millions of disadvantaged children in the UK, and continues to help families to build a better future. In 2016/17 more than 272,000 children, young people, parents and carers were supported by Barnardo’s through more than 1,000 services across the UK, such as young carers, care leavers, foster carers and adoptive parents, training and skills or parenting classes, as well as young victims of child sexual exploitation and those needing support with emotional health and wellbeing problems.  
Registered charity No. 216250 and SC037605