Westinghouse & Big Red Oak: Partnership in Success
Canada is Ready Now to lead in nuclear. And Westinghouse Electric Canada is ready now to deliver.
With decades of innovation, global reach, and cutting-edge nuclear technology, Westinghouse has a strong story. But they needed a clean energy marketing partner to help tell it. That’s where we come in.
Together, we launched the “Ready Now” campaign, a multi-channel marketing initiative designed to position Westinghouse as a frontrunner in Canada’s nuclear expansion and to deliver measurable results.
From First Projects to Long-Term Partnership
Big Red Oak’s journey with Westinghouse began with small-scale video projects and became the beginning of a long-term strategic partnership. Impressed by our deep industry knowledge and high production value, when Westinghouse needed a bigger ask, they turned to Big Red Oak to build a strategic, integrated campaign to help promote their suite of nuclear technologies, particularly the AP1000 large nuclear reactor. A challenge that Big Red Oak was excited to accept.
The Challenge: Stand Out With a Focus on Benefits for the Energy Landscape
In a competitive, politically dynamic sector, Westinghouse needed to act fast. Their key advantages included:
100% Canadian ownership
Ready to deploy technology solutions able to meet Ontario’s rising demand
Strong ties to Canada’s supply chain and local economies
Proven technology
We worked with them to shape these messages into a focused narrative, designed to resonate across targeted audiences and platforms.
Strategy First: Five Pillars of Impact
Big Red Oak always wants to know who we’re talking to, where to reach them, and how to gain their attention. In other words, we use an audience-first, message-driven marketing approach.
Working with the Westinghouse team, we established five primary communications pillars.
Deep History in Canada—Westinghouse is 100% Canadian-owned, has a rich legacy in Canada, and is committed to strengthening its position as a global nuclear leader.
Economic Impact—Building AP1000 units in Canada creates jobs and boosts the GDP and development of surrounding local communities.
Proven Technology – AP1000’s advanced design is already operating globally.
Shovel Ready – With existing Canadian supply chain relationships and proven technology, the AP1000 is ready to deploy.
Room for All —To meet Canada’s climate goals and energy needs, multiple technologies and mixed energy sources will be required.
The targeted audiences are federal and provincial government stakeholders, utilities and supply chain, and the general public. Different objectives, different channels, different messages: We built a channel strategy individually tailored for each.
Revving Up the Marketing Engine
Challenges identified, strategy in place … Time to start the action, and keep it going. Our integrated, always-on marketing engine runs on a continuous cycle of new content, making the right connections in response to KPI evaluations. We launched a full-funnel, multi-platform campaign that includes:
Digital Programmatic Ads – Static and video across display networks
LinkedIn Sponsored Content – Industry-targeted engagement
Airport & Digital Out-Of-Home Ads – Timed with key events
Geo-Fenced Outreach – Location-specific targeting
Trade Shows & Speaking – Panels, sponsorships, presentations
Print and Digital News Outlets- Including iPolitics, HillTimes and QP Briefing
Podcast Partnerships – Including The Hub and The Line
Thought Leadership – Reports, op-eds and briefings
The Results: Numbers Tell the Story
The results speak for themselves. Within six months of its launch in 2024, the campaign delivered success:
8M+ Canadians reached
540K+ industry executive impressions
767K+ LinkedIn impressions
156K+ video views
21K+ web visitors
All with remarkable cost efficiency … and it’s not slowing down!
The momentum is growing in 2025, expanding into podcast formats and further channel optimization, with mounting political and industry awareness. Big Red Oak is always alert to the potential for improvement, and we continue to explore new ways to amplify our message and achieve results.
What’s Next?
Big Red Oak is proud to help Westinghouse claim the spotlight at this critical time in Canada’s nuclear future. We look forward to evolving alongside them, as they explore new national campaigns and expanded global opportunities.
We extend a big shout-out to the great people at Westinghouse, both for their trust in us and their collaboration as we continue to grow. We are all ready now.
A Platform for Success
This campaign gave us the momentum to perfect a sturdy prototype for long-term strategic marketing in the clean energy sector. The right message, put into the right hands at the right time: It’s a powerful way to propel decisive action.
Want to see how strategic campaign support can drive real-world results for you? Check out the Westinghouse Case Study or get in touch with us. We’d love to chat about where you are now, where you’d like to go, and how we can help you get there.