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Canada: Northern BC launches new study campaign

‘A world-class education with a small town welcome’ is one of the straplines of a new marketing campaign from northern British Columbia, a new strategy to promote the unique benefits of the north of Canada’s westernmost province.

The region's attributes include seven ski resorts and 60 provincial, national and marine parks

A new website,, is the platform fronting a new post-secondary marketing campaign which is promoting the space and opportunity of the region – and attempting to boost slowing international enrolments.

Melanie Mark, the Minister of Advanced Education, Skills and Training, officially launched the campaign this month at an event held in the University of Northern British Columbia.

The presidents of the four institutions encompassed by this campaign – UNBC, the College of New Caledonia, Northern Lights College, and Northwest Community College – were also present.

In her address, Mark highlighted that while the campaign is partly a response to low intake numbers, it also signals the region’s openness to new opportunities.

“This is an effort that started last year to address those numbers”

“[Intake] numbers have been going down for a number of years,” she said. “So this is an effort that started last year to address those numbers, but not just address the numbers, send an invitation that we are open for opportunity in a different way.”

By attracting greater numbers of students to Northern British Columbia, the provincial government hopes to strengthen the region’s post-secondary system and increase the skilled labour force available to regional employers.

The campaign showcases the region’s range of nationally and internationally respected degree, diploma and certificate programmes, as well as the lifestyle students can lead.

Melanie Mark, Minister of Advanced Education Skills and Training (centre). Photo: BC Ministry of Advanced Education, Skills and Training.

“Northern British Columbia is an amazing destination for students to study, work and play,” said Mark. “The region is one of the most incredible parts of our province. Welcoming communities, and opportunities from post-graduate research to degrees through to trades, will empower our students to thrive and succeed.”

There are student guides in five languages available on the website and it has infographics touting some of the region’s attributes, including seven ski resorts, and 60 provincial, national and marine parks.

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