No photos of Trudeau on campaign signs in Montreal riding ahead of byelection

A familiar face is notably missing from the federal byelection campaign in Montreal, which could have significant implications for the Liberal government.

As candidates enter the final stages of the campaign in LaSalle–Émard–Verdun, election signs are prominently displayed throughout the area—at intersections, on side streets, attached to lampposts, and under stop signs.

These signs feature photos of the candidates alongside images of their party leaders: Conservative Leader Pierre Poilievre, Bloc Québécois Leader Yves-François Blanchet, and NDP Leader Jagmeet Singh, each smiling against different backgrounds. However, there are no signs featuring Prime Minister Justin Trudeau.

LaSalle–Émard–Verdun, located in southwest Montreal, has traditionally been a Liberal stronghold. Former cabinet minister David Lametti represented the riding from 2015 until his resignation in January. But with the Liberals trailing in the polls, the riding may be in play, with one poll indicating that both the NDP and Bloc Québécois are competitive. Voters will head to the polls on Sept. 16.

Former Liberal staffer Carlene Variyan said Trudeau’s absence from the campaign signs is not surprising for a governing party in its third term. “In the early years of a governing party, the leader is central to the branding, but later on, the focus shifts more to the party name and brand,” she explained.

During previous general elections, Trudeau’s image was commonly seen on campaign signs.

Andrew Perez, principal at Perez Strategies and a Liberal strategist, recalled that during the 2015 campaign, “Trudeau was the brand, and that was reflected in the signage.” However, nearly a decade later, his image is less prominent as his once-strong brand has suffered.

Vincent Raynauld, an affiliate professor of communications at the University of Quebec at Trois-Rivières, noted the shift: “Trudeau was at the forefront of past campaigns. The novelty and youthful energy surrounding him aren’t the same this time, so the Liberals are likely seeking other ways to engage voters.”

Liberal Party spokesperson Parker Lund stated that the signs for Liberal candidate Laura Palestini in LaSalle–Émard–Verdun follow the same design used in previous Quebec byelections. Although Trudeau's face isn't on the signs, the phrase "Team Trudeau" is included. The prime minister also visited the riding recently, and voters will receive campaign materials featuring a letter from Trudeau before election day.

Political strategist Perez pointed out that changes in campaign branding can send subtle messages to voters. He cited the 2004 election, when Prime Minister Paul Martin’s name and image were included on campaign signs to distance the party from his predecessor, Jean Chrétien.

A recent poll by Leger shows the Liberals trailing the Conservatives nationwide, except in Quebec, where they still rank second behind the Bloc Québécois. Earlier this year, the Liberals suffered a setback when they lost Toronto–St. Paul’s, another stronghold, in a byelection. This loss triggered calls for Trudeau to consider stepping down.

LaSalle–Émard–Verdun, once held by former Prime Minister Paul Martin for 20 years, remains a key riding for the Liberals. Perez said losing it would spark renewed debates about Trudeau’s leadership.

The situation is further complicated by the NDP’s recent decision to withdraw from the supply-and-confidence agreement that has kept the Liberal minority government in power. This move will force the Liberals to seek opposition support on key votes to avoid triggering a federal election.

The byelection features municipal councillors Laura Palestini (Liberal) and Craig Sauvé (NDP), as well as Bloc candidate Louis-Philippe Sauvé, and business owner Louis Ialenti (Conservative).

In addition, a record-breaking 91 candidates are on the ballot, most of them linked to the Longest Ballot Committee, which is protesting Canada’s first-past-the-post voting system. Elections Canada has warned that the unusually large number of candidates could lead to delays in counting votes, as the ballots will be nearly a meter long.

To mitigate delays, Elections Canada has recruited additional workers to count advance votes, which open on Friday. The agency is also conducting simulations to streamline the vote-counting process, ensuring it runs smoothly on election night.