Samsung Electronics announced a new advertising campaign yesterday that would take over “signage, wayfinding, website, and every digital screen” at Terminal 5 in London’s Heathrow airport. However, the “take over” seems to sound like a more standard form of advertising.
“Heathrow Terminal 5’s signage and passenger wayfinding has not changed,” stated a Heathrow spokesperson in an interview with iMore. “Samsung have rented advertising space in Terminal 5 with a tongue-in-cheek campaign using the line: ‘Terminal Samsung Galaxy S5’.”
Samsung did not take over any signage or branding at Terminal 5, but it simply rented existing advertising placements in the terminal that are available to anyone. Here is the announcement that Samsung made originally about the ads:
“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.”
Samsung added: “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.”