Express Rail Link's new eco-drive

ENVIRONMENT   LEO BURNETT    GREEN   MARKETING

• ERL launches year-long green campaign
• Part of wider outreach campaign to create greener business model
• Leo Burnett handled creatives while Metafour did media
  

Malaysia - Express Rail Link (ERL) has launched a year-long campaign titled "Go Green, Go Lo-Co2" as part of the company's efforts to create a successful green business model.

The advertising campaign runs in print and also features TVCs onboard selected trains. Leo Burnett is responsible for the creative while media was done by Metafour.

"It is about influencing mindsets, by showing Malaysians how they can lead a greener lifestyle with simple, pragmatic solutions, and in doing so, we hope to be able to inspire change for the future," said Noormah Mohd Noor, CEO for ERL, which is the owner and operator of the high-speed air-rail services KLIA Express and KLIA Transit.

The news was announced at a press conference yesterday evening, where the company said its energy saving measures as of 2008 had resulted in an average savings of RM487,000 annually.

ERL plans to reduce and recycle products and materials used within its operations while a new train-washing plant using considerably less chemicals, water and electricity is scheduled to be built next month.

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