In a bid to rekindle the spirit of hockey in Montreal, the city’s transit authority has enlisted the help of four members from the NHL’s Montreal Canadiens to announce metro station names in French. This initiative comes a year after the agency faced criticism for removing the spirited phrase “Go! Canadiens Go!” from its bus displays, a decision made amid concerns regarding Quebec’s language laws.
A New Voice for Commuters
Commuters in Montreal are now treated to the familiar voices of players Lane Hutson, Juraj Slafkovsky, Jakub Dobes, and Alexandre Texier as they approach key metro stations near the Canadiens’ home turf at the Bell Centre. The inclusion of these players’ recordings adds an exciting twist to the daily commute.
“This is Lane Hutson, next station Lucien-L’Allier,” announces Hutson, bringing a touch of the hockey world to the underground transit experience. Texier, who proudly represented France at the Winter Olympics earlier this year, expressed his enthusiasm: “It felt incredible to hear my voice in the metro. Some friends sent me the announcement, and I think people might be excited to take the metro to hear the voices because Montreal is all about hockey.”
A Unique Initiative
Laurence Houde-Roy, a spokesperson for the transit agency, highlighted that this campaign is a first for the metro system, as it introduces these new player voices into a familiar setting. “This is the first time we’ve specifically switched that voice for the next station to this one, which features our four Canadiens players,” she stated. The initiative hopes to infuse the energy of the Stanley Cup playoffs into the daily lives of commuters, serving as a reminder of the excitement surrounding the team.
Media analyst Jean-François Dumas praised the project, noting its resonance with Montrealers’ emotional connection to the Canadiens. “It draws on the strong emotional attachment and sense of belonging that Montrealers have toward the Canadiens and their roots in the community,” he explained. Dumas further remarked that the campaign illustrates how deeply woven the Habs are into the fabric of everyday life and the broader cultural identity of the city.
Reviving “Go! Canadiens Go!”
This initiative also marks a significant turnaround for the transit agency, which had previously removed the phrase “Go! Canadiens Go!” from bus displays following scrutiny from Quebec’s language watchdog. The agency faced a series of inquiries over the use of the word “Go,” which led to the removal of the phrase from its digital destination signs.
Following public outcry, the language watchdog later revised its stance, acknowledging that the use of “go” could be “partially legitimized” as an expression of support for sports teams, while still recommending “allez” as the preferred term. Currently, approximately 38% of the transit fleet—705 out of 1,838 buses—have been updated to display “Go Habs Go!” The agency is aiming to have all buses equipped with the message by April 30.
A Shared Passion
The transit agency has embraced the Canadiens’ playoff season, with some buses displaying the famed slogan, contingent on the drivers manually updating the displays. Houde-Roy explained, “It doesn’t take long, but you have to make the change manually for each circuit board.” Some buses are already showcasing “Allez les Canadiens,” the French equivalent, as a nod to the team’s heritage.
The collaboration between the transit authority and the Canadiens has evolved from a successful social media campaign that featured players delivering phrases in a metro setting. The positive public response has been encouraging, with commuters sharing their excitement online. “You can still see from the recordings that they’re doing very well. They’re really eager to take part in this recording. We really appreciate that,” Houde-Roy added.
Why it Matters
This innovative campaign not only fosters community spirit and celebrates Montreal’s beloved hockey culture but also serves as a reminder of the delicate balance between language laws and cultural identity in Quebec. By integrating the voices of Canadiens players into the daily lives of commuters, the transit agency has successfully created a unique and engaging experience that resonates with fans and enhances the city’s vibrant cultural tapestry. As the Canadiens continue their playoff journey, this initiative not only elevates the excitement around the team but also strengthens the bond between the players and the passionate supporters who ride the metro daily.
