Hyundai Motor To Be Piccadilly Resident For Next Five Years
- Famous Piccadilly Lights to show Hyundai advertising until October 2018
- Company continues its ‘residency’ to build brand awareness
- Hyundai’s presence onLondon’s iconic screens will reach 2 million people per week
High Wycombe, May 29, 2013 – Hyundai has confirmed it will retain its place on the iconic Piccadilly Lights in central London. The advertising landmark and tourist hot-spot will display the brand’s advertising until October 2018, helping Hyundai to raise awareness of its brand, following an initial two-year agreement signed in 2011.
“We have had a prominent position on the world-famous Piccadilly Lights for nearly two years now,” said Tony Whitehorn, CEO of Hyundai Motor UK. “During that time, Hyundai has increased sales and market share in the UK.”
Since 2011, passers-by have seen a variety of innovative brand films and product videos. To celebrate UEFA EURO 2012, Hyundai even developed a smartphone app that used giant QR codes, displayed on the Lights, to enable users to take football-themed photos in front of the London landmark to share via social media.
Minsoo Kim, Head of the Overseas Marketing Group at Hyundai Motor Company, said: “The new five-year partnership will help further build the Hyundai brand and enable us to share Hyundai imagery and information through one of the most prominent and renowned advertising spaces in the world.”
Situated in Piccadilly Circus at the heart of London’s West End, the Lights are seen by a huge number of people, from commuters to tourists. A recent study of foot traffic around the Lights during core daytime hours found that over a week-long period, an estimated 2 million people passed the iconic site. Of these, 1.38 million were on foot, increasing their chances of viewing Hyundai’s advertising, raising awareness of the brand.
Additional data showed that the Piccadilly Lights have a truly global appeal with about half of the people passing through visiting from overseas. Demographic reach includes a broad age range, with almost three quarters of people viewing the Lights being under 45.
Whitehorn continued: “Hyundai’s sales growth in the past few years has been driven by a new generation of vehicles that demonstrate our European focus in terms of design, quality and technology. Now, we want to further raise awareness of the Hyundai brand, and the Piccadilly Lights will play a key role during the next five years in appealing and engaging new and existing customers.”
In 2012 Hyundai posted its best ever UK sales of more than 74,000 new cars, resulting in a market share of 3.6%. The company ranks among the UK’s top 10 automotive manufacturers by sales, having climbed from 21st position in 2008. Through April this year, Hyundai registrations in the UK were up 11.8% compared to the same period in 2012.
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About Hyundai Motor
Established in 1967, Hyundai Motor Co. has grown into the Hyundai Motor Group, with more than two dozen auto-related subsidiaries and affiliates. Hyundai Motor - which has seven manufacturing bases outside of South Korea including Brazil, China, the Czech Republic, India, Russia, Turkey and the U.S. - sold 4.4 million vehicles globally in 2012. Hyundai Motor, which employs over 80,000 workers worldwide, offers a full line-up of products including small to large passenger vehicles, SUVs and commercial vehicles.
Further information about Hyundai Motor and its products is available at www.hyundai.com
About Hyundai Motor Europe
The company designs, engineers and manufactures cars in Europe, specifically for European consumers. In 2012, Hyundai achieved European sales of 444,000 units, taking a new-car market share of 3.5%. Almost 95% of the vehicles Hyundai sells in the region are designed, engineered and tested in Europe. And more than 70% are built at its two local factories (Czech Republic and Turkey), including New Generation i30, which was shortlisted for Europe’s 2013 Car of the Year award and has won 14 awards throughout the region. Hyundai sells cars in 28 European countries across 2,500 outlets.
About Hyundai Motor UK
Hyundai is the first Korean car manufacturer to make it in to the top ten best-selling manufacturers in the UK, an 11 place improvement since 2008. All passenger cars come with Hyundai’s industry-leading 5 Year Triple Care package. Further information about Hyundai and its products is available at www.hyundai.co.uk
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For individual information please contact:
Natasha Waddington
Head of PR
01494 428646
07771 975692
natasha.waddington@hyundai-car.co.uk
Laura King
Media Relations Manager
01494 428685
07817 264224
laura.king@hyundai-car.co.uk
Ian Tonkin
Product & Corporate PR Manager
01494 428634
07584 702031
ian.tonkin@hyundai-car.co.uk
Nayab Khan
PR Executive
01494 428617
07812 086167
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