Published August 20, 2026 · Équipe Le Québec Vote
**Six weeks before the October 5 vote, the Coalition avenir Québec is putting entrepreneur and influencer Olivier Primeau in charge of a tour aimed at business people. The move, unusual for a Quebec political party, comes as the CAQ struggles to make headway in voting intentions under its new leader, Christine Fréchette.**
The Coalition avenir Québec (CAQ) confirmed on August 21 that it had recruited entrepreneur and influencer Olivier Primeau to lead a tour across Quebec on the party's behalf, ahead of the October 5 general election. Mr. Primeau will not be a candidate: instead he will act as a field representative, alongside the official campaign led by the party leader and premier, Christine Fréchette.
**A caravan dedicated to entrepreneurs**
According to information reported by La Presse and Radio-Canada, Mr. Primeau will travel the province aboard a caravan in the party's colours, nicknamed the "Primeau mobile." He will meet entrepreneurs in various ridings to discuss their concerns, in particular cutting "red tape" and ways to make life easier for business people — themes the CAQ has promoted since it was founded.
The fee paid to the influencer will comply with the election rules governing campaign spending, but the amounts received will have to be donated to a charity, according to the reported information. His participation in the campaign will also require him to put some of his personal projects on hold, including those tied to managing Quebec's water resources, a subject he has already discussed publicly. Mr. Primeau declined to comment directly on his new role when contacted by the media.
Note that last January, when François Legault resigned, Mr. Primeau ruled out running for the CAQ leadership himself. That position ultimately went to Christine Fréchette, elected leader in April and now the second woman to hold the office of premier of Quebec.
**A strategy that bypasses traditional media**
Turning to a figure known mainly for a social-media presence, rather than for traditional political experience, is part of a broader trend of parties seeking to reach voters through channels that bypass traditional media — an approach that is also less costly than a conventional advertising campaign. The move targets in particular younger audiences or people less engaged in following political news.
**A CAQ struggling to climb back in the polls**
This initiative comes as the CAQ struggles to regain momentum in voting intentions despite Ms. Fréchette taking over in April. A Léger poll conducted from August 7 to 9 and published on August 11 put the Parti québécois in the lead with 30% support, ahead of the Parti libéral du Québec at 24% and the CAQ at 20%. According to that poll, only 48% of respondents said they had firmly settled on their choice, leaving about half of the electorate able to change their minds before voting day.
A Synopsis–La Presse poll published on August 12 pointed in the same direction, noting that the CAQ's initial rebound after Ms. Fréchette's arrival appeared to be running out of steam, with the PQ keeping its lead.
It is worth noting that voting intentions can change, particularly as the official start of an election campaign approaches, and that a poll is a snapshot of opinion at a specific moment rather than a prediction of the final result.
**Pre-campaign context**
This announcement comes during a pre-campaign period marked by several issues likely to dominate the fall race. PQ leader Paul St-Pierre Plamondon recently criticized the Fréchette government's strategy in the trade negotiations with the United States. The PQ is also trying to keep the referendum question out of the election debate, saying it wants to wait until the end of Donald Trump's term before considering holding a referendum on sovereignty.
For her part, Ms. Fréchette recently declined to commit to cutting taxes during the campaign, a position that could fuel criticism from her opponents in the coming weeks, as the parties refine their platforms ahead of the official election call.
**What to watch**
The success of this ground approach will depend in part on the CAQ's ability to convert this visibility among entrepreneurs into measurable support in upcoming polls. The next poll will show whether the three-party pattern seen for several weeks (PQ, PLQ, CAQ) holds as the official start of the campaign approaches.