Move over Hollywood: Cheltenham gets world's largest billboard
Move over Hollywood: Cheltenham gets world'sCheltenham is to become the permanent home of the world's largest billboard, which advertises the bookmaker Paddy Power.
The 270ft sign has been in place on Cleeve Hill throughout the Cheltenham Festival and Paddy Power has now struck a deal to make it a permanent fixture.
The bookmaker says security on site have reported a steady stream of curious punters having their picture taken by the record breaking sign, which is taller than three double-decker London buses stacked on top of each other.
It dwarfs its "sister sign" in Hollywood by 45ft and in a press release Paddy Power cheekily suggested it might have the same tourism impact. "As the world’s longest freestanding sign locals believe it has the potential to become one of the country’s most recognised landmarks, even becoming a tourist attraction similar to its sister sign in Los Angeles."
Paddy Power also helpfully furnished us with the following sign stats. Buckle up...
Paddy Power sign
• 270 feet long (82 metres)
• 50 feet high (15 metres)
• Almost 100 tones in total
• 60 man build crew
• 3 years in the making
• Over 1000 man hours to design and build
• Landmarks dwarfed by the Paddy Power sign:
• At over 270ft wide that’s longer than the world’s largest free-standing billboard in Manila, Philippines (160ft)
• Taller and bigger than the Hollywood sign (45ft by 200ft)
• Longer than the famous Cerne Abbas Giant in Dorset (180ft)
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Comments
A thing of beauty? I think not.
Original execution? Nope.
Tourist attraction? Good grief.
Great piece of marketing during the Cheltenham Festival but as a permanent fixture? Sorry this looks like an eyesore to me.
We put the same idea on the table for William Hill 3 years ago. The Cleeve Hill tie in seemed perfect! Well done Paddy Power for spotting the opportunity and thinking big.
The headline reminds me of this http://is.gd/aNk7i
Is this an example of cash strapped councils being prepared to accept just about anything for a bit of extra wonga? It's landscape vandalism pure and simple.
Totally agree with David Buchanan. Take it down after the festival!
I remember suggesting this idea to Gary to put to William Hill.
It certainly received a great deal of comment the first time we saw it as we arrived on Tuesday. Unfortunately for Paddy Power the overall consensus was what an abomination it is. In the flesh, as it were, it looks much worse than the photograph. Cheltenham with its backdrop is one of the most picturesque courses in the country and a very fitting setting for jump racing's biggest event of the year and I spent much of the day wondering how I could borrow a big piece of machinery overnight and re-arrange the letters...
Unfortunately "Insensitive Irish Twats" wouldn't fit.
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