November 21, 2008
No. 219
The Honourable Stockwell Day, Minister of International Trade and Minister for the Asia-Pacific Gateway, today highlighted Canada's contribution to a new campaign aimed at promoting the country's post-secondary education systems and institutions overseas as a distinct and recognizable international "brand."
"We have been working collaboratively with the provinces to ensure Canada is the destination of choice for students through promotion activities around the world," said Minister Day. "I am confident that this country-wide effort will attract an increasing number of foreign students to Canada."
The announcement comes in the context of International Education Week, November 17-21, during which Canada joined over 85 countries around the globe to showcase the significant contribution that international education makes in preparing students for global careers. International Education Week also supports Canada's efforts to engage effectively on the international stage.
The new campaign, called "Imagine," is part of the federal-provincial Education in Canada program. The campaign conveys the message that a Canadian education opens the door to a world of opportunities and encourages students from around the world to discover the many advantages of going to school in Canada.
Provincial and territorial ministers announced their involvement in the development of the international brand in Fredericton last September during the biannual meeting of the Council of Ministers of Education, Canada (CMEC).
"The coordinated approach between the federal government and the CMEC in promoting Canada's educational achievements worldwide reflects our collective efforts to attract foreign students to our high-quality institutions," said the Honourable Kelly Lamrock, Chair of the CMEC and Minister of Education for New Brunswick.
International education benefits the host country as well as the students. The activities of international students have a positive effect on research innovation, international trade, foreign direct investment, diversification of the economy and GDP.
The new branding initiative supports the Canadian government's commitment, under its Global Commerce Strategy, to increase the number of international students choosing Canada. This campaign is also consistent with the government's commitment, made in the November 19 Speech from the Throne, to work with the provinces to attract top international students to Canada.
For more information, please consult the Education in Canada website at: www.educationau-incanada.ca/LLSHome.aspx?lang=en.
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For further information, media representatives may contact:
Mélisa Leclerc
Director of Communications
Office of the Minister of International Trade and Minister for the Asia-Pacific Gateway
613-992-6186
Trade Media Relations Office
Foreign Affairs and International Trade Canada
613-996-2000
www.international.gc.ca/index.aspx
