Projet Montréal Shifts Strategy with New Slogan in Final Push for Montreal Mayoral Race
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A late-campaign move sees Projet Montréal adopt a targeted slogan, aiming to differentiate candidate Luc Rabouin from frontrunner Soraya Martinez Ferrada.
With less than a week remaining in the Montreal mayoral campaign, Projet Montréal has unveiled a new slogan, marking a significant shift in strategy. The move comes after initially adopting a “no slogan, only solutions” approach. The new messaging appears designed to draw a contrast with Ensemble Montréal’s Soraya Martinez Ferrada, and has already sparked a heated exchange between the candidates.
Rabouin Emphasizes Deep Roots in Montreal
On Sunday, Luc Rabouin, the head of Projet Montréal, addressed reporters, emphasizing his long-standing connection to the city. “I studied here, I lived here, I worked here, chose to raise my family here,” he stated, positioning himself as a candidate deeply invested in Montreal’s future. He further declared his intention to be the “mayor of 514, not 450,” a clear reference to the area codes distinguishing Montreal from its surrounding suburbs.
Rabouin elaborated, stating that every decision he would make as mayor would be guided by a commitment to those who “love the city and who live there.” This messaging is a direct appeal to Montreal residents and a subtle challenge to his opponent’s recent residency.
Slogan Sparks Controversy and Accusations
The new slogan quickly drew criticism from Martinez Ferrada, who felt personally targeted. On social media, she accused Rabouin of resorting to divisive tactics, stating, “Honestly @luc. rabbouin, you dishonor yourself more and more. Are you also going to tell me to go back to my country for that matter?”
The exchange stems from scrutiny surrounding Martinez Ferrada’s recent move to Montreal. She had resided in Longueuil since June 2024 before relocating to the metropolis earlier this year, a fact that has been raised by her opponents. However, supporters point out that Martinez Ferrada has spent a significant portion of her life in Montreal.
Rabouin responded to the criticism, stating, “I reassure you Mme Martinez Ferrada, today it’s up to Montrealers who I am addressing. You will watch my speech, it was a declaration of love for Montreal.”
Building on Plante’s Legacy and Outlining Future Priorities
During his speech, Rabouin praised the accomplishments of his predecessor, Valérie Plante, specifically highlighting the greening of public spaces. He also underscored the importance of local life and active transportation in Montreal, asserting that the city cannot afford to reverse progress in these areas.
Looking ahead, Rabouin outlined several key initiatives for his first 100 days in office, should he be elected. These include:
- Acquiring the first 150 modular housing units to address the city’s housing shortage.
- Increasing funding for roaming organizations that provide essential services.
- Establishing a Bank Guarantee Fund of 100 million to accelerate the construction of affordable off-market housing.
- Initiating planning for the Express Bus Network (REB).
- Securing Avenue du Parc.
- Increasing funding for cleaning brigades.
Furthermore, Projet Montréal is committed to reviewing the management of Montreal construction sites, modifying noise regulations to support performance halls and nightlife, freezing taxes for commercial buildings under 1 million, and creating a “reno-resilience” program to help residents protect their homes from flooding.
Rabouin envisions Montreal as a leader in progressive and environmentalist policies, prioritizing affordable and green neighborhoods, accessible culture, sport, and public markets. The candidate’s vision centers on a city that prioritizes the needs and aspirations of its residents, fostering a vibrant and sustainable future for all Montrealers.
