On February 13, 2025, in Toronto, the International Experience Canada (IEC) Program unveiled an innovative marketing campaign aimed at inspiring young Canadians to explore global opportunities through
This initiative is designed to empower Canadian youth by providing them with international experiences that are pivotal in shaping their futures. The IEC program not only facilitates these experiences but also helps young Canadians acquire invaluable skills, broaden their perspectives, and return home equipped to thrive in an increasingly competitive global job market.
The Honourable Marc Miller, Minister of Immigration, Refugees and Citizenship, highlighted the campaign's core objective: to unlock possibilities for young Canadians. Through a combination of immersive in-person exhibits and an interactive digital experience, the campaign offers a unique platform for youth to visualize themselves in new environments and gain insight into the culture, work opportunities, and lifestyle available in various partner destinations of the IEC program. Over the coming weeks, these engaging in-person exhibits will be set up in popular food courts and dining halls in Toronto and Vancouver.
The campaign will feature five IEC partner countries: Belgium, Finland, Italy, South Korea, and New Zealand. Each interactive booth will showcase distinct aspects of these countries' cultures, providing a rich and engaging experience for attendees. For those unable to attend the exhibits in person, the campaign offers a digital experience accessible to visitors nationwide, allowing them to explore potential destinations that align with their interests and preferences. Minister Miller emphasized that this campaign transcends mere promotion of work and travel abroad; it is fundamentally about equipping young Canadians with the skills and experiences necessary to be competitive in today’s job market. The combination of accessible exhibits and engaging digital content aims to ignite inspiration among youth, encouraging them to explore the IEC program and seize opportunities that will significantly contribute to their personal and professional development. In terms of logistics, the in-person campaign will take place in Toronto from February 13 to 16 at The Well and from February 19 to 22 at Chefs Hall. In Vancouver, the exhibits will be available from March 6 to 9 at The Amazing Brentwood and from March 13 to 16 at CF Richmond Centre.
The digital experience will complement these events, providing a nationwide platform for exploration. To summarize, the IEC's marketing campaign represents a strategic effort to engage and inspire young Canadians to embark on transformative international experiences. By fostering opportunities for personal growth and skill development, the IEC program aspires to prepare the next generation for success in a globalized workforce.
Source: Canada.ca