Samsung rebrands Heathrow Airport terminal to tout Galaxy S5
A two-week ad campaign will change the name seen in the signage at the London airport's Terminal 5 to push the S5 to travelers.
Those of you who visit Terminal 5 at Heathrow Airport as of May 19 will notice a new name courtesy of Samsung.
Starting Monday, Terminal 5 will unofficially be redubbed "Terminal Samsung Galaxy S5" in line with a new two-week promotion, Samsung announced on Friday.
The new name will pop up on all signage at the terminal, including the entrance and drop-off locations, the lounges, the gates, and the security area. All 172 digital panels that appear in the terminal, gate rooms, and baggage spots will sport the new name along with images of the, Samsung explained.
Going a step further, the signage in the airport lounges will lead people to Dixons Travel stores where they can check out the S5 themselves. And for all would-be travelers, the website for Terminal 5 will also showcase the new name.
Arranged with both Heathrow Airport and display-ad company JCDecaux Airport, the campaign marks the first time the UK's biggest airport has allowed a brand name takeover of Terminal 5, according to Samsung.
"We are always looking for ways to maximize brand impact and this activity is testament to that," Russell Taylor, vice president of corporate marketing for Samsung Electronics UK & Ireland, said in a statement. "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."
A spokesperson for Heathrow told CNET that Terminal 5's name itself hasn't changed, but that Samsung bought advertising inside the terminal that refer to it as "Terminal Galaxy 5S" in a "tongue-in-cheek way."
CNET contacted Samsung for comment and will update the story with any further details.