ERL reappoints creative, strategy, social, and performance agency

Express Rail Link (ERL), operator of KLIA Ekspres and KLIA Transit, has reappointed BLWN as its creative, strategy, social, and performance retainer agency for a second consecutive term.

As the appointed agency, BLWN will continue to oversee KLIA Ekspres' integrated campaigns, reflecting ERL’s confidence in a strategy-led approach as it seeks to capture the next wave of regional and international travellers.

Kicking off the partnership is the "Faces of KLIA Ekspres" campaign. The campaign takes a hyperlocal approach to one of Malaysia's most international travel experiences. 

Don't miss: How ERL turned RM4,000 into a viral Malaysia Day campaign 

Moving beyond traditional demographic targeting, each execution is tailored to speak directly to individual travellers, in their own language, with a face that feels familiar. The strategy elevates KLIA Ekspres from a simple airport connection to a personal, intuitive journey, positioning the rail service as a gateway to discovering Malaysia.

With Visit Malaysia 2026 and inbound tourism from key markets identified as major growth opportunities, the campaign seeks to make the travel experience as welcoming as the destination itself.

For Hari Raya, the campaign expands its storytelling to celebrate the people who make each journey possible. The Raya film turns the lens on ERL staff, recognising them as integral to the traveller experience

Beyond the film, the campaign includes curated Raya playlists, Raya packets that celebrate Malaysia’s cultural heritage, and bubur lambuk ('traditional spiced porridge') distribution initiatives, where employees engaged directly with passengers. Together, these efforts reinforce the campaign’s central idea: KLIA Ekspres is a brand shaped by people and proudly rooted in Malaysian culture.

The “Faces of KLIA Ekspres” campaign builds on ERL’s track record of hyperlocal, culturally resonant storytelling. In September last year, the operator also marked Malaysia Day with a low-budget but high-impact campaign in collaboration with local content collective TekaTrivia.

The campaign used vox pop–style social videos to engage Malaysians with trivia about their country while subtly highlighting KLIA Transit. Both initiatives underscore ERL’s approach of blending education, culture, and human stories, positioning the airport rail service not just as a transport link, but as a brand that connects people and celebrates Malaysia’s rich social fabric.

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