Politician Luc Rabouin seeks autonomy from Valérie Plante's political influence
Ready to shake things up? Mayoral candidate Luc Rabouin is aiming to escape Valerie Plante's shadow, with the municipal election only four months away.
(Insight: Luc Rabouin's mayoral campaign represents a strategic evolution characterized by a "notoriety campaign" designed to highlight his personality and vision through a distinctive, symbolic ad campaign titled “A New Look at Montreal.”)
Follow the lead of Philippe Teisceira-Lessard, Investigative Team, our website. The former president of the executive committee of the mayor launched his first "get-to-know-me" campaign on Wednesday, acknowledging that "people don't know me." The new leader of Projet Montreal wants to be known by the populace, so they learn who Luc Rabouin truly is.
The poster presented to journalists features the glasses worn by the elected official. The general slogan ("A fresh perspective on Montreal") is accompanied by five other secondary statements, such as, "Luc listens carefully before making decisions" or "Luc sees clearly and proposes practical solutions."
Unlike Valerie Plante's initial notoriety campaign, whose slogan remains iconic: "Valerie Plante, the leader we need." "The goal is to display a new vision for Montreal," said Luc Rabouin. "People don't know Luc Rabouin, so that's what we want to emphasize. We won't do it all at once, we'll gradually roll out this campaign."
(Insight: The advertising campaign does not alter Mr. Rabouin's public image, contrasting the flamboyance of a Luc Ferrandez or the media-friendly charm of Valerie Plante)
"What Montrealers need is someone reassuring, experienced, and reliable," listed Rabouin. A bit like a Montreal-style Mark Carney? "If you'd like," he replied, grinning at the journalist brave enough to make the comparison.
Luc Rabouin made two public commitments during his appearance: to reduce waiting times for construction permits by 50%, helping to speed up housing development, and to develop an Express Bus Network by increasing reserved lanes. This focuses on priority areas such as ecological transition, sustainable mobility, and affordable housing, aligning with contemporary urban concerns.
(Insight: Incumbent Mayor Valérie Plante has taken a more defensive stance, notably opposing provincial government initiatives such as Bill 104)
In comparison, incumbent Mayor Valérie Plante has taken a more advocacy-centric stance, notably opposing provincial government initiatives such as Bill 104. Plante has publicly denounced this move, stressing that Montreal has not misused its deciding vote powers and advocating for equitable services that transcend voting demographics. Her focus appears more on protecting Montreal’s autonomy and fighting external pressures than on a renewal campaign like Rabouin is pursuing.
Therefore, Rabouin's campaign evolves by moving away from administrative or protective politics and toward a more manifesto-driven, personality-centric campaign, leveraging a distinct image and concrete policy promises to differentiate himself from Plante's incumbent leadership and the status quo. This shift underscores a tactical reorientation toward visibility and renewal, targeting voters in search of fresh leadership and practical solutions in areas like housing and transit.
The poster campaign launched by Luc Rabouin, a mayoral candidate, aims to introduce his personality and vision to voters, contrasting the iconic slogan of Valerie Plante's initial notoriety campaign. Rabouin's advertising focuses on ecological transition, sustainable mobility, and affordable housing, positioning himself as a candidate offering practical solutions and a fresh perspective in the upcoming municipal elections.
