The National Hunt Festival 2010

The giant advertising sign dwarfs the iconic Hollywood sign in Los Angeles

The world's longest free-standing advertising sign has been unveiled on Cleeve Hill, overlooking Cheltenham Racecourse.

The huge billboard has been erected by the bookmakers Paddy Power, and was unveiled on the first day of the National Hunt Festival on Tuesday 13 March 2010.

According to the bookmaker the sign is 270ft (82m) long and 50ft (15m) tall. They say it weighs almost 100 tonnes, took three years to make, and took 1000 man hours to assemble.

We basically rented some private land and put up a bl**** great big sign. Paddy Power

But the sign has caused mixed opinions among locals. Some people say it is a blot on the landscape, while others have welcomed it and say it adds to the atmosphere of the National Hunt Festival.

Tewkesbury Borough Council's planning investigations officer has visited the site, and says the sign does require advertising consent.

But Paddy Power, the company's spokesman, told Mark Cummings on the BBC Radio Breakfast Show that as far as he is aware, the company does has the proper consent and "did have lawyers to advise us".

"We basically rented some private land and put up a bl**** great big sign," said Paddy.

"It's due to be there for the week. We'd love to have it as a permanent fixture.

"When the Hollywood sign [in Los Angeles] first went up people thought it might be a blot on the landscape. Now it's seen as an icon.

"The plan is to take it down after Friday."

What do you think of the sign? Is it an eyesore or eyecatcher?

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