The eiffel Tower lights up on the hour every hour starting at 5pm I believe and you can see the lights lighting up the outdoors from miles and miles away. It isn't because of the size of the tower, rather it is the luminance and the lamps that are used for the lighting of the eiffel tower. It is both amazing and brilliant what lighting can do. 

                                               

Lighting used as advertising. This building a COACH store isn't only advertising during the day with their window displays and sale  signs, rather it is displaying 24/7 utilizing the power and brilliancy that light can play on a space and a building. When it gets dark out the "C's" take over the exterior of the building and allow for people to see from blocks away where the Coach store is, to draw attention and draw more clients into the store