No matter how hard Samsung is criticized for its business choices, especially regarding handset design and software, the company still remains the largest Android device maker in the world, and the most profitable one thanks to its very strong marketing team. Even though the company said it would dial down marketing spending this year, it appears Samsung is ready to take over the world’s busiest terminal if that helps it sell more Galaxy S5 units.
The company on Friday announced that it’s “set to dominate the world’s busiest terminal,” by rebranding Heathrow Terminal 5 as “Terminal Samsung Galaxy S5” for two weeks beginning May 19.
“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,” the press release says. “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.”
Furthermore, online visitors to Terminal 5 will get a special rebranded home page, while signage in the airport lounges will send passengers to Dixons Travel stores where they can buy the company’s flagship handset.
The Verge notes that while other companies have bought “vast advertising spaces inside T5, no company has yet been allowed to so thoroughly saturate the signage.” However, it’s not known how much this marketing stunt will cost Samsung.
“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,” Samsung Electronics U.K. and Ireland’s Vice President Corporate Marketing Russell Taylor said.
Earlier this week, Samsung confirmed it sold 11 million Galaxy S5 units in the first month, a 10% increase compared to the Galaxy S4’s first sales month performance.
The full press release follows below.
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.
