Branding an airport terminal might be a major marketing coup and Samsung has done just that, as London's Heathrow Terminal 5 will, beginning May 19, become the "Terminal Samsung Galaxy S5" as the South Korean technology company aims to broaden its visibility in one of the world's busiest airports. The promotion will last for two weeks.
According to the company and the airport, the entire terminal, from signs to television monitors, will have images of Samsung's latest smartphone, the Galaxy S5.
The move is the first time Heathrow has allowed branding of any kind for an entire terminal. While only scheduled for two weeks, the marketing stunt could open the door for other airports to seek further profit by allowing companies to "brand" a terminal or maybe even an entire airport.
Russell Taylor, Samsung's UK marketing VP says the move is a "one-off opportunity to push the boundaries like no other brand has been allowed to do before."
A Heathrow Airport spokesperson adds in clarifying the decision to allow the advertising that Samsung has not bought the naming rights to the terminal and is simply using the concept of branding to distribute what is being called an "expansive" advertising campaign in the London terminal.
The spokesperson says, "Samsung want to call it Terminal Samsung Galaxy S5 and we are relaxed about that."
Many companies in the past have launched broad ad campaigns in the terminal, but getting two weeks of renaming an entire terminal for a single brand is a huge step in Samsung's marketing plans. The company is aiming to continue its Galaxy smartphone success and push forward into market dominance. Using Terminal 5 - Heathrow's main international terminal - is a move that will be envied by other tech companies who want to maximize visibility of their products.
"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," says a Samsung press release on the matter. "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."
If successful, it could open the floodgates of branding and renaming of airports and other public facilities in the near future, which likely has marketing executive whetting their appetite over newfound options for getting their company's respective goals and products into the public forum.
