Hydro-Québec spends $100 million to “communicate” with its customers

Hydro-Québec will give communications organizations more than $100 million over three years to inform and mobilize its clients.

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Hydro-Québec has launched a call for tenders, due March 8, through which we are requesting the development of integrated marketing strategies, design, creation and management of Hydro-Québec's digital platforms, according to the company's website.

“Since these calls for tenders do not include placement media, the total of $100 million over five years in the current call for tenders is comparable to the 2017 (digital communications) and 2019 (advertising creation) calls for tenders,” Lewis noted. Olivier Batty, Hydro-Québec.

In these last two cases, the amounts were $9.5 million in 2017 and $15 million in 2019. So it is a big investment for a state corporation.

“Our action plan is ambitious and we will communicate on the many initiatives planned in the plan, energy efficiency, power management at peak consumption, network reliability and quality of service to consumers or the importance of “cutting down trees and branches” near the electrical network,” from Hydro-Québec Louis-Olivier Butty underlines.

In 2023, Montreal Canadiens head coach Martin Saint-Louis is at the heart of a $2.4 million Hydro-Québec advertising campaign. The Canadian's head coach explained the energy transition in that, especially noting that “everybody has to play their game in the game.” Hydro then hired communications firm LG2.

A role for professionals

Recall that last May, Minister Pierre Fitzgibbon stated that to “get the message across” that we are not using electricity in the most efficient way, the Minister counted on “experts”. “I think experts can prove to Quebecers that if we consume less, maybe we'll have more power for hospitals, schools, homes for the elderly,” he said. Newspaper In a press conference.

The minister then said he was counting on Professor Pierre-Olivier Pinault from HEC. “We probably consume 50% more and these people need to explain to Quebecers that it's not just residential. […] He said that this work should be done by them and not in politics.