Anyone driving into London on the M4 from today will gain a fresh insight into the power of advertising when they pass a giant billboard illuminated solely by energy generated by wind turbines and solar panels.
Document management and printing giant Ricoh will flick the switch on its new 36-metre-square billboard at seven o'clock this morning, unveiling the 96 solar panels and five micro wind turbines that will power the board's lighting.
The billboard will be disconnected from the grid to prove the energy used comes entirely from the onsite renewable technologies. The solar panels and turbines are expected to generate 12.6kw a day to light up the red lettering from first light or first wind until about three o'clock the following morning.
The company declined to reveal the value of the investment in the billboard, or which companies have supplied the devices, saying only that the wind turbines were supplied by a Japanese firm.