General Dynamics

General Dynamics

With 80% of its vehicles exported to Canada’s allies around the world, General Dynamics Land Systems-Canada (GDLS-C) needed to market its offering in a variety of languages — and ensure those efforts followed all cultural norms. This was particularly evident in trade show environments where attendees came from around the world. To help execute this high level of expertise, the company turned to the team at ON as its agency of record.

Through all of the company’s marketing efforts, ON positioned General Dynamics Land Systems-Canada as a global leader that designs, engineers, manufactures and supports the world’s best light armoured vehicles (LAV) — keeping allied soldiers safe. In international environments, imagery focused on GDLS-C’s robust platform, rather than soldiers. Messaging was written and translated for the local culture wherever necessary. 

With ON’s help, General Dynamics Land Systems was able to create a strong and consistent internal brand presence that was still sensitive to local cultures in Europe, North Africa, the Middle East, Asia, and South America. The efforts have raised awareness of the LAV’s unmatched capabilities as well as how well its LAVs protect its occupants, which are universal benefits that appeal to any audience.