Mobile phone manufacturer Samsung has announced that Heathrow Airport’s Terminal 5 is to be rebranded as Terminal Samsung Galaxy S5 for a fortnight, starting on May 19.
The mobile company will take over the terminal’s signage - at entrance and drop-off locations, in lounges, at security and at the gates – wayfinding, digital screens and website in order to promote its iconic Galaxy S5 mobile.
In association with JCDecaux Airport, the rebranding is set to raise awareness of the manufacturer’s smartphone enormously. It is the first time that Heathrow Airport has had a brand takeover of a terminal in such a fashion.
Images of the Galaxy S5 smartphone will be displayed across all 172 digital panels in the main terminal, around the gates and baggage area.
Signage in the airport’s terminal lounges will direct thousands of passengers to Dixons Travel shops to try out the smartphone.
‘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,’ said Russell Taylor, vice president of corporate marketing, at Samsung Electronics UK & Ireland.
The company is always looking for ways to maximise brand impact, he said, with this activity ‘testament’ to that.
Samsung was unavailable for further comment.