Samsung is set to stage a “revolutionary” campaign which will see the company rebrand Heathrow Terminal 5 as ‘Terminal Samsung Galaxy S5’.
The two-week campaign, which launches next Monday (19 May), will see Samsung take over the signage, website and all digital screens at the terminal to promote the launch of its Galaxy S5 mobile.
The campaign, created by Cheil UK in conjunction with JCDecaux Airport, includes activation, PR support and sponsorship of the Terminal 5 home page online, which will also feature the rebrand ‘Terminal Samsung Galaxy S5’.
Creative will be positioned around the airport lounges to help drive passengers to the Dixons Travel stores where they can try out the phone for themselves.
Russell Taylor, vice president, corporate marketing, at Samsung Electronics UK and Ireland, 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.”
This is the first time Heathrow has permitted a brand takeover of Terminal 5.