Cheil UK is set for another outdoor first with a Samsung campaign that sees the brand takeover Heathrow GrandView. The campaign, which is a year-long push planned and booked by @CheilUK in conjunction with JCDecaux Airport UK, kicks off today, and sees Samsung take over GrandView, the newest and most spectacular site within the Heathrow estate.
— Cheil UK (@CheilUK) May 16, 2014
The campaign will promote the full range of products and devices across the Samsung portfolio via GrandView, which is the first digital advertising exterior at London Heathrow. The fixture is a three-sided digital tower which stands above the main entrance roads to Terminals 2 and 3, and Terminal 2 exit roads, capturing passengers from three different directions.
Russell Taylor, Vice President, Corporate Marketing at Samsung Electronics UK & Ireland, said: “This newly digitised opportunity at Heathrow will provide the ideal showcase for Samsung, delivering high visibility and impact.”
Fiona FitzGibbon, Head of Media at Cheil UK, comments: “Taking over the GrandView digital tower represented a unique opportunity to make a bold statement and keep Samsung front of mind within an audience-rich environment. The tower’s location makes it unmissable to 100% of Terminal 2 passengers arriving or departing by road to Heathrow. Samsung’s constant presence at Heathrow over the next 12 months will give the brand monumental exposure which no other brand has had access to before.”
Alan Sullivan, Managing Director, JCDecaux Airport UK, said: “We are delighted that Samsung is the launch partner on GrandView at Terminal 2 – a powerful new digital communications’ channel at Heathrow. By taking a long-term holding on this iconic new superstructure, Samsung will engage with a premium audience of over 15 million passengers at the UK’s hub airport. Samsung has always been at the forefront of Outdoor innovation and so we are very pleased that it has chosen to be the launch brand on the first exterior digital location at Heathrow.”