Samsung, no stranger to lavish marketing stunts, will rebrand the busiest terminal in London’s Heathrow Airport to promote its Galaxy S5 smartphone.

For context, Heathrow is the third busiest airport in the world — and by far the busiest in the U.K.

The Verge reports that the ad deal, which kicks off this Monday, “will feature the ‘Terminal Samsung Galaxy S5’ moniker, with all the signage and digital screens promoting the handset and projecting images of it.”

The marketing stunt is a “one-off opportunity to push the boundaries like no other brand has been allowed to do before,” said Samsung marketing VP Russell Taylor.

This isn’t the first time a tech giant has taken over a major transportation hub. Google blanketed numerous New York City subway trains with ads this spring.


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