In a move that could be either a neat bit of corporate marketing, or the most confusing thing to happen to Heathrow since that roundabout that goes in both directions, Samsung has rebranded Terminal 5.
Four a period of two weeks from 19 May, the terminal will officially be known as "Terminal Samsung Galaxy S5".
The move is designed to promote Samsung's latest mobile phone, which is very nice.
But it could lead to more than a few tourists becoming a little confused -- it's not a token renaming, and will be seen on every digital panel, security gate, sign and baggage reclaim area in the terminal.
Samsung said it would be an extensive rebranding:
"The initiative includes all signage throughout the Terminal Samsung Galaxy S5 terminal – at the entrance and drop-off locations, in the lounges, at security and at the gates. In addition, all 172 digital panels in the main terminal, gate rooms and baggage reclaim areas will feature the rebrand ‘Terminal Samsung Galaxy S5’ and images of the Galaxy S5 smartphone."
Russell Taylor, VP of marketing at Samsung UK said:
"We are always looking for ways to maximise brand impact and this activity is testament to that. The partnership with Heathrow Airport and JCDecaux Airport was a one-off opportunity to push the boundaries like no other brand has been allowed to do before."
But if you're heading that way in the next few weeks, you might want to keep your wits about you. Just follow the number.