The 2-week Samsung campaign at LHR T5 was both striking and interesting. By taking over the majority of sites on departures – both digital and static – Samsung would certainly have been noticed by a sizeable proportion of passengers. The strapline ‘Welcome to Terminal Samsung Galaxy S5’ might have been a little cumbersome, but LHR’s willingness to allow a sponsor to be integrated into official signage is to be commended. It would be even more interesting to learn media costs, if research was carried out and how Samsung itself evaluated the initiative. Full naming rights – at least at terminal level – may not be that far off!
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