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Samsung has aggressively marketed its wares over the years, but its latest initiative takes things to new heights. The manufacturer is set to take over the signage, wayfinding boards, website and every single digital screen at Heathrow's Terminal 5 for one purpose: showcase its latest flagship, the Galaxy S5.

The terminal will even be rebranded as the "Terminal Samsung Galaxy S5" for the two-week campaign, which kicks off on May 19. In addition to branding, Samsung will also have Galaxy S5 units available for customers to try out at Dixons Travel stores located within the terminal.

16th May 2014, London, UK – Samsung is set to dominate the world's busiest terminal by rebranding Heathrow Terminal 5 as 'Terminal Samsung Galaxy S5.' The activity, in conjunction with JCDecaux Airport, is set to raise awareness of Samsung's flagship mobile and is the first time Heathrow has permitted a brand takeover of Terminal 5.

The revolutionary two-week campaign, which kicks off on 19 May, sees Samsung take over the signage, wayfinding, website and every single digital screen at the UK's newest terminal to promote the launch of its iconic Galaxy S5 mobile. Reaching the thousands of passengers who travel through the terminal each day, this extraordinary partnership will take Samsung brand awareness to a whole new level.

Russell Taylor, Vice President, Corporate Marketing, at Samsung Electronics UK & 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."

The initiative includes all signage throughout the Terminal Samsung Galaxy S5 terminal – at the entrance and drop-off locations, in the lounges, at security and at the gates. In addition, all 172 digital panels in the main terminal, gate rooms and baggage reclaim areas will feature the rebrand 'Terminal Samsung Galaxy S5' and images of the Galaxy S5 smartphone.

Online visitors to the Terminal 5 site will also experience a rebranded 'Terminal Samsung Galaxy S5' home page. In addition, signage in the airport lounges will drive passengers to the Dixons Travel stores where they can try out the phone for themselves.

 

Reader comments

Heathrow's Terminal 5 becomes 'Terminal Galaxy S5' to promote Samsung's latest phone

49 Comments

I wonder what's considered 'overkill' to Samsung...

Call me when they decide to have a 747 painted in a GS5 livery and call it "Galaxy S5 Airlines".

I don't think that's a phrase they are aware of, much like 'less is more'.

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I wouldn't put it past them. Although I did find last year's "el plato surpremo!" commercials hilarious.

"The fifty minus one-ers versus the baltimore black birds"

seems completely pointless to go to all that expense and signage but take it all down in 2 weeks

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Expect airfares to drop in price accordingly. You know, just like movies at the theater got cheaper when they started putting all those commercials before the trailers...

If plane fares actually decreased because of this I would be willing to see that sign any day of the week.

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All you butt hurt trolls at the top obviously do not own Samsung phones so your negative comments aren't needed. If they choose to spend money this way advertising it's their business. Now when the company that makes your phone can afford to do this, let me know I'll wait.

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Could be the same guy with a new account.

At the end of the day, that would suck monkey balls. Period.

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Everything is up for sale in Britain nowadays, apart from the Royal Family everything is being sold off.

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I'm not sure why people are so upset over this. It's marketing like any other, and Samsung just found another way to market themselves.

For the record, I will never use a Samsung device. Touchwiz is a no go for me.

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Agreed. I'd bet most of these people won't even see the sign in person, but they're still getting angry.

Poking fun and "getting angry" aren't quite the same thing. Sammy's certainly entitled to advertise however they can, but this does seem a bit extreme. I think part of the problem is fear that stuff like this will get worse and grow to truly ridiculous levels.

Never understood the notion that someone won't use a Samsung phone because of TouchWiz when obviously you can use a different launcher or root it like any other Android device

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Never understood people who knew what phone they bought, then install their own software virtually. Each to their own.

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I use a 3rd party launcher, SMS, camera, keyboard, and gallery. And that doesn't even touch on apps that give the device functionality it didn't come with, like Dynamic Notifications. It's great that Android gives you that choice, so that you can choose a device based on the hardware that you like, instead of having to worry as much about the software UI that comes on that device.

Well a lot of that, for me, is a look and feel control thing. I like my clock centered, some icons hidden, and a few other tweaks. Any rom that I put on could be described as stockish.

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Well, according to a user on the forums, you can actually disable the TouchWiz launcher on the Galaxy S5 after installing a custom launcher.

According to him, it eliminates quite a lot of the lag TouchWiz is known to have.

Tacky tacky tacky. I can't imagine this will sell any more phones than putting up a bunch of banners would have.

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It isn't about selling one today. The more people see the name, the more likely it will stick with them when they do go to buy one.

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This approach is also incredibly tacky and could have the opposite effect of what was intended. Only Samsung's marketing team could have come up with such a boneheaded idea

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