- Coca Cola Billboard, Kings Cross
The Coca Cola Billboard located in Kings Cross,
Sydney is a heritage-listed [cite web | author=Emily Pettafor| title="Asian group puts ticket on Duxton chain" | publisher=The Australian | year=2004 | url=http://www.newstext.com.au/docs/AUS/2004/get.jsp?docid=AUS-20040603-1-041-4361438V1@NAT-NEWS-2004-2003 www.newstext.com.au] advertising billboard that is owned by the Coca-Cola Company, However the sign is seen more as an iconic landmark rather than an advertisement. It is considered to be the premier billboard in Sydney and is the largest billboard in theSouthern Hemisphere . [cite web | author=Ausemade| title="Kings Cross" | year=2006 | url=http://www.ausemade.com.au/nsw/destination/k/kings-cross/kings-cross-information.htm www.ausemade.com.au]The Sign
The
Coca Cola sign is located above the intersection of William Street and Darlinghurst Road and is attached to the Millennium, formerly the Kingsgate Hotel. The sign is often referred to as "The Gate Way to the Cross", mainly due to its common perception as a highly visible landmark in Kings Cross and also because it is located above the cross intersection from which the suburb got part of its name. The billboard is made up of two parts on the right the famous red and white neon sign and on the left the more modern, flex-faced sign. In total the sign is 41 metres in length and 13 metres in height, with the right sign being slightly larger at 21 metres in length.The red and white neon sign is made up of eighty-eight vertical bars of red tubing, the sign also has 800 fluorescent lamps that are concealed behind reflectors that allow the billboard to project thirteen different patterns. The left part of the billboard is a flex-face style sign and is internally illuminated by approximately 1,000 fluorescent lamps.
It is estimated that the sign generates a revenue of a million dollars annually for the owners
HSBC . [cite web | author=Carolyn Cummins| title="HSBC buys landmark building at the Cross" | publisher=SMH | year=2004 | url=http://www.smh.com.au/articles/2004/06/02/1086058919241.html?from=storylhs www.smh.com.au] Coca Cola's lease on the sign expires in 2010.History
The red and white neon billboard was erected in 1974 [cite web | author=AAP General News| title="Millennium Hotel staff may take industrial action " | year=2003 | url=http://www.highbeam.com/doc/1P1-72202987.html www.highbeam.com] in its current location whilst the left side of the billboard was a later addition in 1990. In 2004 the billboard for the first time in thirty years advertised a product other than Coca Cola, when the left side of the board advertised the release of
Halo 2 . [cite web | author=Ryan Shaw| title="Halo 2" | year=2005 | publisher=Australian PC World| url=http://moreresults.factiva.com/results/index/index.aspx?ref=ASPC000020050119e1210001t www.factiva.com]On
March 31 2007 the lights on the billboard were intentionally switched off for the first time, in correlation with Sydney'sEarth Hour . [cite web | author=Terry Smith| title="Emerald city blacks out for brighter future" | publisher=Sydney Morning Herald | date=2007-03-31 |accessdate=2007-05-01 | url=http://www.smh.com.au/news/environment/emerald-city-blacks-out/2007/03/31/1174761820887.html www.smh.com.au]On
April 23 ,2008 , four activists unfurled a banner over the billboard in protest of Coke’s sponsorship of the Olympic torch relay at Kings Cross. The banner read: "Enjoy Compassion. Always Tibet. CHINA - TALK TO THE DALAI LAMA". All four activists were arrested. [cite news|title=Activists cover Cross sign|first=Arjun|last=Ramachandran|work=Sydney Morning Herald|date=2008-04-23|url=http://www.smh.com.au/news/national/activists-cover-cross-sign/2008/04/23/1208743017340.html]References
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