London Heathrow Airport"s Terminal 5 Terminal Samsung Galaxy S5
London Heathrow is one of the busiest international airports in the world, and the jewel in its crown is its magnificent fifth terminal. Home to British Airways (along with flights from its sister airline, Iberia), T5 is designed to handle up to 35 million passengers a year. The throngs of people that swarm to the airport represent a huge potential audience that Samsung is keen to engage, which is why the tech giant is embarking on a bold rebranding of the entire terminal to promote its latest smartphone flagship.
This is what it"s all about - the Samsung Galaxy S5, which we recently reviewed
The company announced today that on Monday, May 19, it will completely rebrand T5 as "Terminal Samsung Galaxy S5". Working with advertising giant JCDecaux Airport, the company will take over everything bearing Heathrow Airport"s standard branding in the terminal, including signage, digital displays and even the T5 website, replacing it all with new designs to promote the Galaxy S5.
All signage - at entrances and drop-off points, in lounges, at security checkpoints and gates - including 172 digital displays across the terminal will feature "Terminal Samsung Galaxy S5" titling, along with images of the phone itself. Travellers will also be encouraged to visit Dixons Travel stores in the terminal to try the phone out for themselves.
Signage like this will be replaced across the terminal as part of the two-week campaign
Frequent flyers through LHR will no doubt be relieved to hear that the whole renaming exercise is a temporary measure, which will last two weeks before normality is restored to Terminal 5. Even so, it"s no small feat to completely rebrand an entire terminal at one of the world"s leading airports. That kind of thing doesn"t come cheap either, but given that Samsung has pretty deep pockets - spending an estimated $14bn on worldwide marketing last year - it"s probably just a drop in the ocean of the company"s finances.
Terminal 5 images via Heathrow Airports Limited