London Heathrow's fifth terminal to become 'Terminal Samsung Galaxy S5'


London Heathrow Airport's Terminal 5 Terminal Samsung Galaxy S5

London Heathrow is one of the busiest international airports in the world, and the jewel in its crown is its magnificent fifth terminal. Home to British Airways (along with flights from its sister airline, Iberia), T5 is designed to handle up to 35 million passengers a year. The throngs of people that swarm to the airport represent a huge potential audience that Samsung is keen to engage, which is why the tech giant is embarking on a bold rebranding of the entire terminal to promote its latest smartphone flagship. 


This is what it's all about - the Samsung Galaxy S5, which we recently reviewed

The company announced today that on Monday, May 19, it will completely rebrand T5 as 'Terminal Samsung Galaxy S5'. Working with advertising giant JCDecaux Airport, the company will take over everything bearing Heathrow Airport's standard branding in the terminal, including signage, digital displays and even the T5 website, replacing it all with new designs to promote the Galaxy S5

All signage - at entrances and drop-off points, in lounges, at security checkpoints and gates - including 172 digital displays across the terminal will feature 'Terminal Samsung Galaxy S5' titling, along with images of the phone itself. Travellers will also be encouraged to visit Dixons Travel stores in the terminal to try the phone out for themselves. 


Signage like this will be replaced across the terminal as part of the two-week campaign

Frequent flyers through LHR will no doubt be relieved to hear that the whole renaming exercise is a temporary measure, which will last two weeks before normality is restored to Terminal 5. Even so, it's no small feat to completely rebrand an entire terminal at one of the world's leading airports. That kind of thing doesn't come cheap either, but given that Samsung has pretty deep pockets - spending an estimated $14bn on worldwide marketing last year - it's probably just a drop in the ocean of the company's finances.

Terminal 5 images via Heathrow Airports Limited

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32 Comments

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Isn't being able to find your terminal kind of important? Renaming them seems like a bad idea, won't this just confuse people (especially those who speak different languages). "I'll be waiting for you at Terminal Samsung Galaxy S5.". "Uh, what?"

Also keep your marketing out of my face.

There are a multitude of major problems in the world today.

If this is what you get worked up over, then it's time to avail yourself of a newspaper so you can see how much of a nothing story this is.

Ozood said,
There are a multitude of major problems in the world today.

If this is what you get worked up over, then it's time to avail yourself of a newspaper so you can see how much of a nothing story this is.

Thanks for the condescension, but don't worry - I keep myself well up to speed with current affairs.

Am I the only one thinking this is a totally ubermassive marketing fail? I mean, yeah it gets the brand out but hell. It looks like a marketing mess (kinda like their software)

I think they would have been better doing a much subtler and cleaner approach :p

"Am I the only one thinking this is a totally ubermassive marketing fail? "

Yes. And maybe a couple of other anti-Samsung cranks.

"it's no small feat to completely rebrand an entire terminal at one of the world's leading airports..."

And then do it again next year when the Galaxy S6 come out...

Samsung and marketing, they are absolutely everywhere.
When I was selling phone contracts, it was Samsung who came and visit us almost bi-monthly to push us selling Samsungs over anything else.

Samsung must really be desperate after only selling 10 million Galaxy S5 units after 25 days with the iPhone 5C/5S hitting 9 million units sold within the first weekend. I wonder how much units Samsung has to sell to break even with the money spent on this campaign. :laugh:

Do we know how much the S4 sold in the first weekend and first month?

The S5 doesn't really appeal to me, but 10 million is still a lot of phones.

Enron said,
Do we know how much the S4 sold in the first weekend and first month?

The S5 doesn't really appeal to me, but 10 million is still a lot of phones.

S4 did 10 million in 27 days. S5 did it in 25.

.Neo said,
Samsung must really be desperate after only selling 10 million Galaxy S5 units after 25 days with the iPhone 5C/5S hitting 9 million units sold within the first weekend. I wonder how much units Samsung has to sell to break even with the money spent on this campaign. :laugh:

If the Galaxy S5 was the only Samsung device then sure. If you have come to this conclusion after looking at Samsung & Apple's very different market strategies....well I worry for you!

This is a 'departure' from standard advertising 'arriving' at (probably) a massive 'baggage fee' for Samsung hopefully it doesn't go 'terminal' for them or 'crash and burn' like the many 'delays' of Android updates through 'carriers'. *ba-dum-tish*

*climbs back into tree*

Steven P. said,
This is a 'departure' from standard advertising 'arriving' at (probably) a massive 'baggage fee' for Samsung hopefully it doesn't go 'terminal' for them or 'crash and burn' like the many 'delays' of Android updates through 'carriers'. *ba-dum-tish*

*climbs back into tree*

Going to need to see your dad licence sir.

Steven P. said,
This is a 'departure' from standard advertising 'arriving' at (probably) a massive 'baggage fee' for Samsung hopefully it doesn't go 'terminal' for them or 'crash and burn' like the many 'delays' of Android updates through 'carriers'. *ba-dum-tish*

*climbs back into tree*

Ohhhhh the 'Zoomanity' how did you get out of your cage?.... we really need to 'pun'ish you for that one..... :p