Canada’s 2011 budget, approved in early June, included a significant infusion of funding to develop and implement an international education strategy. The allocation of CAD 10 million (approximately EUR 7 million) over two years has been largely applauded by the Canadian higher education community and now the conversation turns to how specifically these monies might be spent. All signs point to a heavy emphasis on international marketing efforts. From a technical perspective, marketing Canada to the world may prove to be a bit complicated, given the decentralised responsibility for education (at the provincial and territorial levels) alongside the centralised oversight for international relations (at the federal level). In an effort to bridge this gap, the Canadian Department of Foreign Affairs and International Trade has been collaborating in some joint promotional activities over the last several years with the Council of Ministers of Education Canada (CMEC), an umbrella organisation for the provincial ministries of education. CMEC has jumped to the fore of the conversation about how to promote Canada internationally with a new proposal titled “Bringing Education in Canada to the World, Bringing the World to Canada”. This document consists of five recommendations directed at the political leadership of the provinces, territories and relevant national ministries, and calls for: