Successfully Confronting a Trust Crisis


2012 news in Quebec was dominated by a history of allegations and corruption in the wider realm of construction. In this context, the Association of Consulting Engineers of Québec (AICQ) wanted to promote consulting engineering to the public, media, influencers, and to potential clients. Our proposal to hold an open-door event Vues de l’intérieur was accepted because its intent was to reposition the profession and to renew pride and wonder, all while helping Quebec discover consulting engineering.

Strategy and Activities

With Vues de l’intérieur, we favoured direct and positive relationships with the public to increase awareness of consulting engineering.

Got the involvement of 11 firms to show 17 sites, including the Montréal Symphony House, the Samuel de Champlain promenade in Quebec, and the Boréalis museum in Trois-Rivières.

Created an organizational guide for each participating firm for flawless execution.

Contracted Stéphane Bellavance, a presenter who is very popular with young people, as the day’s spokesperson.

Coordinated the creation, production, and distribution of promotional posters, postcards, balloons, and welcome signs.

All of these efforts were optimized thanks to the set-up of a website and Facebook page, broadcasting promotional videos, and an e-mail invitation. This promotion was also supported by important press relations, as well as by a publicity campaign via television, radio, and billboards.


More than 5,000 visitors, curious and passionate about science and engineering; students also participated.

Throughout the day, positive comments were received via e-mail and on the event’s Facebook page.

The positive media coverage reached more than five million people (while for two years before, all media coverage about engineering firms had been negative).

During their visits, many visitors asked when the next event would be held. The post mortem with the client was extremely positive regarding our work.

We won a Gold Excellence Award from the Québec Society of Professionals in 2011 in the “Event” category.

Relevant Data


Participating firms