Samsung is known for its highly creative marketing strategy, and the Korean manufacturer bolsters that reputation with its latest campaign: having a terminal in London’s Heathrow Airport named after its latest flagship, the Samsung Galaxy S5.
Samsung announced Friday that Heathrow’s Terminal 5 will be rebranded "Terminal Samsung Galaxy S5" for two weeks starting Monday. During this time all signs throughout the terminal – including the entrance and drop-off locations, in the lounges, at security and at the gates -- will feature Terminal Samsung Galaxy S5 branding. Images of the Samsung Galaxy S5 will also be posted on the 172 digital panels in the main terminal, gate rooms and baggage claim area.
"We are always looking for ways to maximize brand impact, and this activity is testament to that. The partnership with Heathrow Airport and JCDecaux Airport [advertising agency] was a one-off opportunity to push the boundaries like no other brand has been allowed to do before," Russell Taylor, vice president, corporate marketing, at Samsung Electronics UK & Ireland, said in a statement.
Samsung has been looking to increase its presence in the U.K. The South Korean electronics giant opened nine new Samsung Experience store locations in England just days prior to the April 11 global launch of the Samsung Galaxy S5. These stores saw long lines of customers anxious to get their new Samsung Galaxy S5 handsets on launch day.
Samsung is not afraid to invest lots of money to ensure that prospective customers know its products. Reports indicate that the conglomerate spent $11 billion on marketing in 2012 and $14 billion in 2013. Its efforts appear to have been successful, as Samsung Galaxy S5 shipments have surpassed 10 million units since the device's release, Samsung Mobile CEO J.K. Shin confirmed on Wednesday.