Express Rail Link paints the town pink on Merdeka Day

To commemorate Merdeka Day, Express Rail Link (ERL) has launched the "Ekspres Lah Best" campaign. This campaign highlights the speed, service, and convenience of ERL's KLIA Ekspres (Express) and KLIA transit services.

As travel rebounds post-pandemic, ERL aims to showcase the benefits of its efficient transportation options to both Malaysians and tourists. The "Ekspres Lah Best" theme is a play on words that captures the essence of ERL's commitment to excellence. "Ekspres", drawn from the KLIA Ekspres train service name, highlights ERL’s rapid and reliable transportation; while the Malaysian colloquialism "lah" adds a local flair, making the campaign relatable, it said in a statement.

Don't miss: MILO highlights monumental moments in Malaysia ahead of Merdeka

The vibrant magenta colour synonymous with ERL's brand identity sets the tone for the campaign across offline and digital touchpoints. This colour choice not only reinforces brand recognition but also symbolises the excitement and pride associated with Merdeka celebrations.

Additionally, ERL hopes to spotlight Malaysia's diverse tourist attractions through the campaign. From the iconic Petronas Twin Towers to the serene Cameron Highlands, the campaign shows how ERL offers easy access to the country's most popular destinations and hidden gems to encourage travellers to experience the best that Malaysia has to offer.

A promotional video was also launched on KLIA Ekspres socials displaying various locations in Malaysia and how efficient it is, bringing commuters to the airport in just 28 minutes. 

“With KLIA Ekspres and KLIA Transit, ERL offers not only the fastest and safest transportation but also the best way to experience the wonders of Malaysia. Whether you're heading to the airport or exploring the country, ERL ensures your journey is not just efficient but also enjoyable,” it said. 

Additionally, KLIA Ekspres and KLIA Transit will be offering commuters KLIA transit tickets at half price for their commute on August 31, in celebration of Merdeka. Additional train services will also be provided to commuters on the 30th and 31st August.

With Merdeka Day approaching, many other brands such as Marrybrown, dUCK, Air Selangor, Maxis and CelcomDIgi have launched campaigns in view of the upcoming National Day.

Most recently, MILO partnered with Mediabrands Content Studios (MBCS) to commemorate the upcoming Merdeka and Malaysia Day celebrations. Launched with a brand film, MILO truck activation and contest, the campaign urges Malaysians to embrace the spirit of "Malaysia Boleh" (the Malaysia can-do attitude).

The brand film titled "Dulu, Kini, Selamanya, Demi Malaysia" (Then, Now, Forever, for Malaysia), looks back in time at key moments in Malaysia, with MILO by its side. It draws parallels with the fighting spirit of Malaysians and the energy from MILO, a nostalgic nod to MILO powering the nation to advance further as one. The film also features a MILO truck driving through Malaysia’s past historical events through the years, empowering Malaysians from all walks of life with a cup of MILO.

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