Translation From Polite British Spokesperson-ese to Plain English Regarding Samsung’s Rebranding of Heathrow Terminal 5

Vlad Savov, The Verge:

Samsung’s marketing juggernaut is reaching new heights today with the announcement that Heathrow’s Terminal 5 will be rebranded for two weeks to promote the company’s flagship Galaxy S5 Android phone. Starting on Monday, every area of the terminal will feature the “Terminal Samsung Galaxy S5” moniker, with all the signage and digital screens promoting the handset and projecting images of it. Russell Taylor, Samsung’s UK marketing VP describes this as a “one-off opportunity to push the boundaries like no other brand has been allowed to do before.” A Heathrow Airport spokesperson clarifies that Samsung hasn’t bought the actual naming rights to the terminal, just an expansive ad campaign to be distributed within it. She says “Samsung want to call it Terminal Samsung Galaxy S5 and we are relaxed about that.”

Translation: “We’re every bit as appalled as you are by the crass nature of this, but holy shit you should see how much money they’re paying us. Pass the gin.”

★ Friday, 16 May 2014