Samsung has partnered with JCDecaux Airport to rebrand London Heathrow Terminal 5 as “˜Terminal Samsung Galaxy S5′ for a new campaign to launch the smartphone.
The two-week campaign, which kicked off on 19 May, marks the first time Heathrow has allowed a brand takeover of Terminal 5. The initiative was executed with the help of marketing agency Cheil UK.
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T5 has been temporarily rebranded as ‘Terminal Samsung Galaxy S5’ |
Samsung Electronics UK & Ireland Vice President Corporate Marketing Russell Taylor said: “We are always looking for ways to maximise brand impact and this activity is testament to that. The partnership with Heathrow Airport and JCDecaux Airport was a one-off opportunity to push the boundaries like no other brand has been allowed to do before.”
Cheil UK Head of Out of Home Fiona FitzGibbon added: “The Galaxy S5 is the biggest mobile phone launch of the year and we wanted to go truly above and beyond when it came to building awareness. We have created an extraordinary partnership with London Heathrow. As a result, what we’ve created here for Samsung is something no brand has ever managed before. For two weeks every passenger travelling through the world’s busiest international terminal will see the Galaxy S5 everywhere they look.”
Samsung said it has taken over the signage, wayfinding, website and every digital screen at the terminal to promote the launch of its Galaxy S5 smartphone. All signage throughout the terminal, including all entrance and drop-off locations, in the lounges, at security and at the gates has been rebranded for the initiative, according to the electronics company.
However, a Heathrow spokesperson said that the terminal’s signage and passenger wayfinding has not changed. The spokesperson said: “Samsung have rented advertising space in Terminal 5 with a tongue-in-cheek campaign using the line: ‘Terminal Samsung Galaxy S5’.”
The rebranding also applies to all 172 digital panels in the main terminal, gate rooms and baggage reclaim areas, which feature the temporary terminal name and images of the Galaxy S5 phone.
Signage in the airport lounges directs passengers to Dixons Travel stores where they can try out the new smartphone.
JCDecaux Airport Managing Director Alan Sullivan said: “This is the first time an advertiser has rebranded a terminal for a major product launch. It’s a fantastic example of a client working in partnership with ourselves and Heathrow to deliver a media first.”
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The campaign applies to all signage throughout the terminal, including entrance and drop-off locations, lounges, security and gates |
