Samsung is launching a record-breaking £45m marketing barrage to support its new Galaxy S6 smartphone and regain ground lost to Apple.
The figure, disclosed by industry sources, is the largest ever for a mobile phone launch and is believed to be the largest for any single product in the UK.
Samsung is spending heavily across all traditional and new media marketing channels, but is understood to be especially targeting the mass audiences provided by television and high-profile outdoor advertising sites.
The Galaxy S6 is already being heavily promoted on the digital billboards on the London Underground network, for instance.Samsung is expected to pay a chunk of the Galaxy S6 marketing budget to mobile operators for their promotional help. By contrast, the iPhone maker is able to demand that EE, O2, Vodafone and Three pay for its television advertising spots in exchange for access to its lucrative handset.
