TransCanada Corp. (NYSE:TRP), the company that proposes to build the controversial Keystone XL pipeline, launched a new ad campaign for the project in light of President Barack Obama’s June 25 speech on climate change, the company said on its blog Tuesday.

Tweeting about the launch of the new campaign midday, TransCanada said the ads are aimed at providing “important facts about how the Keystone XL pipeline project is in the national interest of the United States,” the website's blog stated.

The Canadian-based energy giant plans to advertise through social media outlets, national TV, radio and newspapers, using the tagline, “The Keystone Pipeline is a critical piece of a secure energy picture for America. Let’s get it done.”

Environmental groups are up in arms over the project and have been fighting to stop construction for years.

Recently, an environmental group, Friends of the Earth, uncovered what it said are several conflicts of interest with a company that the State Department used to conduct an environmental assessment of the pipeline. The group is calling for a new review over its findings.