WSP, a company that provides environmental consulting, engineering and design services, is relying on OOH to highlight its positive impact on Canadian communities while increasing brand awareness.

Its most recent campaign, “Made with Canadian Ingenuity,” emphasizes the brand’s dedication to turning an idea into a sustainable project, and attribute the positive impact to its team of engineers, experts, scientists, consultants and designers. Its media plan focuses on billboards that feature the company’s work, including an Union Station improvement project, the runway extension at Toronto’s Billy Bishop Airport and the Vancouver International Airport expansion. The ads have been placed near the projects in several cities, including Quebec, Montreal, Ottawa and Toronto.

Stéphanie Lepage, director of marketing in Canada, said that the company is launching this campaign now because the brand is not well known in the country “even though we’re already very present in people’s lives.”

According to her, the campaign intends to make WSP a household name linked with innovation while also raising awareness of the company’s contribution. It also represents an essential step in the company’s efforts to improve brand visibility and strengthen ties with local communities.

“Our goal is clear: to increase our visibility and consolidate our reputation as the country’s industry leader,” Lepage said.