MONTREAL Approximately one year after facing criticism for removing the phrase “Go! Canadiens Go!” from the electronic signs on city buses due to concerns regarding Quebec's language legislation, the Montreal transit agency has launched a new initiative to celebrate the Montreal Canadiens, affectionately known as the Habs.
The transit agency has enlisted four Montreal Canadiens players—Lane Hutson, Juraj Slafkovsky, Jakub Dobes, and Alexandre Texier—to announce the names of underground metro stations in French as trains approach stops. Commuters can now hear these players' voices at the Bonaventure and Lucien-L’Allier metro stations, both located near the team’s home at the Bell Centre.
Lane Hutson, a prominent defenceman for the Canadiens, is featured saying, “This is Lane Hutson, next station Lucien-L’Allier,” providing a unique auditory experience for metro riders. Texier expressed his excitement, stating that it felt “incredible” to hear his voice in the metro and suggested that the inclusion of player announcements might entice more fans to use public transport, reflecting the city's deep-rooted passion for hockey.
According to Laurence Houde-Roy, a spokesperson for the transit agency, this campaign introduces a fresh voice to a familiar aspect of the metro ride. She pointed out that it’s the first time the system has incorporated voices from Canadiens players to announce station stops, aiming to infuse the daily commute with the energy typically associated with the Stanley Cup playoffs. “It’s really a way to get in on the playoffs hype,” she explained.
Jean-François Dumas, president of Influence Communication, praised the initiative for tapping into the strong emotional connection Montrealers have with the Canadiens. He highlighted how the team is an integral part of everyday life in Montreal and contributes significantly to the city's cultural identity. The inspiration for this initiative arose from a social media video, created in collaboration with the Canadiens, in which players delivered short phrases in French while in a metro station, garnering considerable interest from the public.
Houde-Roy mentioned that the selection of the four players was dependent on their availability, noting the intent to feature Québécois players, with Texier being a fully Francophone participant. The reaction from the public has mostly been positive, with commuters sharing their enthusiastic responses online. Houde-Roy mentioned, “You can still see from the recordings that they’re doing very well… We really appreciate that.”
The initiative continues a long-standing collaboration between the Montreal transit agency and the Canadiens, especially as home games significantly influence transit usage around the Bell Centre, leading to operational adjustments to handle increased passenger volume on game days.
Additionally, some city buses are joining the playoff spirit by displaying “Go Habs Go!” on their digital destination signs. However, bus drivers must manually update each bus, which has been a logistical consideration. Currently, around 38 percent of buses—specifically 705 out of 1,838—have been updated to feature this phrase. The transit agency aims to have all buses capable of displaying the message by April 30.
It’s important to note that the Montreal transit agency had previously removed “Go!” from bus displays following a complaint directed to Quebec’s language watchdog, which led to a review process regarding the term's legitimacy. After public backlash, the language watchdog revised its guidelines to clarify that while “allez” remains the preferred term for public encouragement, the use of “go” was partially legitimized within a sports context.
As it stands, the special metro announcements will remain active for the duration of the Canadiens' playoff run, reinforcing the connection between public transport and the city's fervent hockey culture.
