Yesterday Samsung announced that they'd be kicking off a "revolutionary" campaign that would involve them "taking over signage, wayfinding, website, and every digital screen" at Heathrow's incredibly busy Terminal 5 and "rebranding" it as "Terminal Samsung Galaxy S5". But Mobile Nations has since been informed that Samsung's "take over" is actually a far more reasonable, more standard form of advertising. In response to my complaints over on iMore yesterday that, as described, the marketing could cause confusion and consternation for travelers, Heathrow sent along the following statement (emphasis mine):
"Heathrow Terminal 5's signage and passenger wayfinding has not changed," a Heathrow spokesperson told Mobile Nations. "Samsung have rented advertising space in Terminal 5 with a tongue-in-cheek campaign using the line: 'Terminal Samsung Galaxy S5'."
So, to be clear, Samsung hasn't taken over any signage or branding at Terminal 5 but are simply renting existing advertising placements in the terminal, those that are available to anyone.
Here's Samsung's original announcement (emphasis again mine):
"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."
Hyperbole is common in press releases. The reality, thankfully, is better for everyone involved.
Update: Heathrow updated their statement to correct a typo.
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