Dive Brief:

• An ad partnership between London's Heathrow Airport and Korean electronics giant Samsung will see Terminal 5 — the world's busiest — rebranded for two weeks as "Terminal Samsung Galaxy S5."
• Heathrow's Terminal 5 is not actually changing its name, but Samsung will be taking over all ad signage for the duration of the promotion. 
• The deal between Heathrow and Samsung is the first of its kind. 

Dive Insight: 

Samsung certainly knows how to pull a stunt that gathers attention. While the temporary rebrand will certainly grab media attention, it will be interesting to see if the saturation of Terminal 5 will offer valuable conversion — or if travelers are just too busy to care. If successful however, the stunt could set a precedent for similar short-term sponsorships.