Samsung's marketing juggernaut is reaching new heights today with the announcement that Heathrow's Terminal 5 will be rebranded for two weeks to promote the company's flagship Galaxy S5 Android phone. Starting on Monday, every area of the terminal will feature the "Terminal Samsung Galaxy S5" moniker, with all the signage and digital screens promoting the handset and projecting images of it. Russell Taylor, Samsung's UK marketing VP describes this as a "one-off opportunity to push the boundaries like no other brand has been allowed to do before." A Heathrow Airport spokesperson clarifies that Samsung hasn't bought the actual naming rights to the terminal, just an expansive ad campaign to be distributed within it. She says "Samsung want to call it Terminal Samsung Galaxy S5 and we are relaxed about that."
Resistance is futile
While Nokia and others have previously bought vast advertising spaces inside T5, no company has yet been allowed to so thoroughly saturate its signage. There will be additional directions pointing anyone interested in the S5 to the Dixons Travel store where they can try or buy the handset immediately. Samsung isn't stopping with the physical space, either, as the Terminal 5 website will also see an S5-branded homepage. In short, if you're considering a trip via one of Europe's busiest and most prominent terminals, the only way you'll avoid seeing Samsung's latest flagship phone will be with a blindfold on.
From Samsung's press release:
"The initiative includes all signage throughout the Terminal Samsung Galaxy S5 terminal – at the entrance and drop-off locations, in the lounges, at security and at the gates. In addition, all 172 digital panels in the main terminal, gate rooms and baggage reclaim areas will feature the rebrand ‘Terminal Samsung Galaxy S5’ and images of the Galaxy S5 smartphone."