The busiest terminal of Europe’s busiest airport is set for a rebrand this month. Samsung has decided it would be a good use of untold millions of pounds to name Heathrow’s Terminal 5 after their latest smartphone for two weeks.
For a fortnight, commencing May 19th, the terminal will be named the Terminal Samsung Galaxy S5. Catchy, we’re sure you’ll agree. This means that, with an annual passenger volume of 29.8 million, over a million passengers will be forcibly exposed to Samsung’s latest flagship handset. Every entrance and drop-off location, lounge, security area and gate will feature Samsung signage. 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.
Of course this branding ties in nicely with the duty free shopping experience at the airport, with Samsung hoping that the ubiquitous signage will drive passengers into the resident Dixons electronics store where they can try, and potentially buy, the handset.
This is certainly a one of a kind promotion, and the first time that Heathrow’s Terminal 5 has ever been renamed. Samsung believes that this will greatly increase brand awareness. Whether or not ‘awareness’ of one of the biggest electronics companies in the world is an issue for Samsung is debatable, but you have to hand it to them – a deal of this scope is certainly original, at least.
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