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Stunt Marketing Arrives At Airports: Heathrow To Be Rebranded As Terminal Samsung Galaxy

Excerpt from Marketing Magazine

May 16, 2014 7:46 am

Skift Take

Suddenly, every busy airport in the world is a big marketing canvas, as big brands try and differentiate among the marketing noise. This is surely the biggest such stunt ever.

— Rafat Ali

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Terminal 5 Insider  / Flickr

The Terminal 5 check in area at Heathrow airport in London. Terminal 5 Insider / Flickr

Samsung will rebrand Heathrow’s Terminal 5 for two weeks as ‘Terminal Samsung Galaxy S5′ to mark the launch…Samsung will take over the signage, wayfinding, website and all 172 digital screens at the terminal. JCDecaux Airport believes this is the first time an advertiser has rebranded a terminal for a major product launch.

It will also mark the first time Heathrow has allowed a brand takeover in Terminal 5, the “world’s busiest terminal”.

From the press release:

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.

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