Cheil UK has announced the rebranding of the entirety of Heathrow’s Terminal 5 with a new Samsung campaign – the first time the airport has permitted a brand takeover of the terminal.
The two-week campaign, which has been designed in conjunction with JCDecaux to promote Samsung’s new Galaxy S5 mobile, will kick off on 19 May and will see Samsung take over the signage, wayfinding website and every digital screen in the terminal.
172 digital panels in the main terminal, gate rooms and baggage reclaim areas will be rebranded as ‘Terminal Samsung Galaxy S5’, alongside images of the device.
“The Galaxy S5 is the biggest mobile launch of the year and we wanted to go truly above and beyond when it came to building awareness,” said Chiel UK’s head of out of home, Fiona FitzGibbon.
“As a result, what we’ve created here for Samsung is something no brand has ever managed before. For two weeks every passenger travelling through the world’s busiest international terminal will see the Galaxy S5 everywhere they look.”
Alan Sullivan, MD and JCDecaux, added: “This is the first time an advertiser has rebranded a terminal for a major product launch. It’s a fantastic example of a client working in partnership with ourselves and Heathrow to deliver a spectacular media first.
“It makes a bold brand statement at the world’s best airport terminal.”
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