In a creative effort to rekindle excitement around the Montreal Canadiens, the city’s transit agency has launched a new initiative that features players from the NHL team announcing metro station names in French. This move comes nearly a year after the agency faced backlash for removing the phrase “Go! Canadiens Go!” from bus signage due to concerns over Quebec’s language regulations.
Players’ Voices in the Metro
Starting this week, commuters on the Montreal Metro will be greeted by the voices of Canadiens players Lane Hutson, Juraj Slafkovsky, Jakub Dobes, and Alexandre Texier as they approach key stations like Bonaventure and Lucien-L’Allier, conveniently located near the team’s home ground, the Bell Centre.
In one of the recordings, Hutson can be heard saying, “This is Lane Hutson, next station Lucien-L’Allier,” bringing an element of local sports culture directly into the daily commute. Texier, who represented France in the Winter Olympics, expressed his excitement about the project, stating, “It felt incredible to hear my voice in the metro. I think people might be excited to take the metro … to hear the voices, because Montreal is all about hockey.”
A New Initiative with a Familiar Touch
This initiative marks a significant first for the Montreal Metro, as it introduces the voices of players into the daily station announcements. According to Laurence Houde-Roy, a spokesperson for the transit agency, this campaign aims to infuse the energy of the Stanley Cup playoffs into the everyday journeys of Montrealers.
“It’s really a way to get in on the playoffs hype,” said Houde-Roy. The idea was born from a widely shared social media video featuring players delivering short phrases in French within a metro station context. The popularity of that video prompted the agency to explore a more permanent integration of the players’ voices into the transit experience.
Community Connection and Response
Jean-François Dumas, president of Influence Communication, praised the campaign for its ability to tap into the strong emotional ties that Montrealers have with the Canadiens. He noted that the team is deeply woven into the fabric of the city’s cultural identity.
Houde-Roy explained that the selection of the four players was based on their availability, while ensuring that at least one player, Texier, is entirely francophone. The public response has been overwhelmingly positive, with many commuters sharing their enthusiasm on social media. “You can see from the recordings that they’re eager to participate, and we appreciate that,” she remarked.
A Broader Commitment to Fans
This initiative is part of a longstanding partnership between the Montreal transit agency and the Canadiens, as the team significantly boosts transit usage around game nights. The agency has made operational adjustments to accommodate the influx of fans travelling to and from the Bell Centre during home games.
In addition to the metro announcements, select city buses are also displaying the phrase “Go Habs Go!” on their digital signs. While this requires manual updates to each bus, approximately 38 per cent of the fleet—705 out of 1,838—has already been modified to showcase this fan-favourite slogan. The transit agency aims to have all buses updated by April 30.
Following a previous controversy regarding the use of the word “Go” on bus signs, which was removed after a complaint to Quebec’s language watchdog, the agency is keen to ensure compliance while still celebrating local sports culture. The language watchdog had updated its online guidelines to clarify that “go” is partially accepted in the context of sports enthusiasm, but “allez” remains the preferred term.
Why it Matters
This innovative approach not only highlights the deep-rooted connection between the Canadiens and the people of Montreal but also exemplifies how public services can creatively engage with local culture. By integrating the voices of beloved players into the daily routines of commuters, the transit agency fosters a sense of community and excitement, reinforcing the role of sports as a unifying force in the city. As the Canadiens continue their playoff run, these announcements serve as a reminder of the shared passions that bring Montrealers together, transcending the challenges of language and creating a vibrant local identity.
