COW – Advertising and Marketing Campaign – May 28, 2026
- The Talent Attraction Strategy is designed to attract high-skilled workers and top international talent to help drive innovation and bolster Canada's high‑growth industries.
- As part of the Strategy, we will launch an international advertising campaign that promotes Canada as a destination for high‑skilled workers to help fill ongoing labour shortages in key sectors.
- Specifically, we will focus on reaching top talent in healthcare; construction, infrastructure and mining; science, technology, engineering, and mathematics; defense and cybersecurity; and education sectors.
- We will include promotion to French-speaking skilled workers to demonstrate our commitment to support Francophone minority communities.
- The campaign will support the promotion of recruitment events abroad, where provinces, territories and Canadian businesses can meet, interview and recruit high-skilled, qualified candidates in key sectors.
- The Talent Attraction advertising campaign is expected to launch later this year and end in March 2027.
- The budget for the campaign this year is $5M.