How KL Tower is reintroducing the landmark through culture and mascots

Since LSH Service Master took over operations of Kuala Lumpur Tower, the iconic landmark has undergone a full marketing reset. Lim Wei Ling (pictured below), assistant marketing manager leading the effort, said the team saw it as “an opportunity to reset and reintroduce Kuala Lumpur Tower with a fresh, modern narrative.”

Social media became a key launchpad, with new official accounts on Instagram (@kltowermalaysia), TikTok (@kualalumpurtower), and Facebook (Kuala Lumpur Tower Malaysia), alongside a refreshed logo and visual identity.

Lim explained, “By combining aspirational storytelling with practical updates, and adopting an approachable, contemporary brand voice, we reminded people that Kuala Lumpur Tower is not just a national icon, but a living part of the city’s heartbeat.”

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Building buzz with experiences, and lovable mascots

Re-engaging visitors went beyond one-off activations. The team designed a series of cultural and experiential touchpoints throughout Merdeka month, including "Light up Malaysia", which covered a tower light up, a poetry competition, and a Merdeka Eve fireworks display across three simultaneous launch points.

The marketing lead described the impact: “Families came for cultural showcases, stayed for the fireworks, and left with memories that spread across social media, sparking nationwide conversations. This was more than celebration, it was a re-establishment of Kuala Lumpur Tower as a cultural hub for all.”

So far, LSH Service Master has carried out several events at KL Tower, including ASEAN Summit lunches and symposiums, the launch of ZEEKR's 7X car model, various CSR initiatives, the "Janji with Dayang" concert, the SME Malaysia "Shine bright" fun run, as well as celebrative events for Mid-Autumn festival and Deepavali. 

Central to the new marketing strategy are mascots Kay Elle and Tawa. Kay Elle, named after the city itself, embodies the “spark of the skyline” and appeals to children while evolving across seasonal campaigns, cultural editions, and digital avatars. Lim noted, “Demand for an official plushie is overwhelming, and her influence has sparked loads of user-generated content (UGC) and inspired creative interpretations.”

Tawa, meaning “laughter” (ketawa) in Malay, represents the rainforest spirit of Bukit Nanas. “Where Kay Elle captures the spark of the city, Tawa embodies the heartbeat of nature. Together, they are Malaysia’s magical duo: city lights and jungle spirit,” she explained. The mascots allow the Tower to extend its storytelling across cultural, eco-tourism, and lifestyle narratives, creating a living character universe that engages visitors both on-site and online.

Strategic partnerships and future plans

Partnerships play a critical role in the tower’s revival. Guided by the "BEST collaboration" framework, which translates to a blue ocean strategy; enhancement solutions for finance; sustainability made affordable; as well as transformation and innovation. Lim said the team is seeking partners who “unlock new audiences, maximise resources, and drive innovation.”

Agency collaborations, particularly with Skribble, helped scale bold ideas into campaigns that are “innovative, emotionally resonant, and culturally meaningful,” ensuring KL Tower evolves while remaining authentic to its heritage.

Looking ahead, the focus is on “creating experiences worth remembering and retelling,” with seasonal festivals, wellness programmes, eco-tourism activities, and interactive merchandise. Three guiding principles — consistency in storytelling, creativity with purpose, and anticipation over repetition — underpin the Tower’s strategy.

Lim said: “Kuala Lumpur Tower aims to remain not just a destination to visit, but one to rediscover again and again,” especially as Malaysia gears up for Visit Malaysia 2026.

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