ARK wins global brief to promote Canada as study hub

ARK Agency has been appointed by the Canadian Bureau for International Education (CBIE) to lead the development of a global campaign promoting Canada as a destination for international students. The assignment follows a competitive pitch, with ARK selected from a final shortlist of three agencies.

The campaign will launch in Fall 2025 and aims to position Canada as a leading destination for higher education. It will address recent changes in government policy on immigration and international students, while building a unified global brand platform for the Canadian education sector.

The initiative will target prospective students in key international markets and secondary audiences including parents, families, policymakers, and educational authorities. By highlighting Canada’s diverse and inclusive environment, the campaign will present the country’s universities, colleges, polytechnics, CEGEPs, language schools, and school boards as world-class options for study abroad.

Sabrina Heinekey, Director (Global Campaign Initiative), CBIE: "We are excited to have ARK lead the creative development of the campaign. The ambition and quality of the creative thinking, the innovative approach to how the brand connects with audiences, and the passion for the mission made them the clear partner choice for this crucial initiative."

Mike Wilton, Founder, ARK Agency: "What an interesting and fascinating challenge this is. At a time when the world feels divided and unwelcoming to so many, we could all do with being a bit more Canadian. Attracting students from around the world will require the sort of big and progressive creativity that we relish."

For CBIE, the initiative represents a milestone in repositioning Canada’s education sector internationally, underlining the country’s reputation for academic quality and cultural diversity. For ARK, it marks another step in its international growth, building on work with clients including Binance, Huel, and EA Sports.

www.cbie.ca

www.arktheagency.com

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