I applied to UBC this year (MA, haven't heard back yet). From what I've gathered, unless you have done incredibly well in your undergrad (published work, conferences, good grades, practical experience etc..) you won't be considered for the PhD program. They do, however, refer PhD applicants to the MA program. I'm not sure if you have a better chance of ultimately getting into the MA program if you apply directly or you are referred from the PhD applicant pool. I suppose taking the initiative of trying to get into the PhD program would look good, and you could always put in your personal statement that you would be interested in their masters program if they are unable to place you in the PhD program.