QUEBEC - Promoting Quebec independence apparently isn't part of the Parti Quebecois' short-term strategy as it seeks to win back public support.
The separatist party's top brass has been developing a television advertising campaign in an effort to win back voters and win the next election.
But the campaign won't focus on sovereignty, which is the party's number one issue and ultimate goal, The Canadian Press has learned.
PQ Leader Pauline Marois, who has faced pressure to step down from her post, also does not figure in the campaign.
The PQ set aside $172,000 for the televised campaign and plans to focus on some of the key elements of its platform developed during a party congress in April.
Details of the ad campaign haven't been finalized, but it's expected to centre around what the party believes are its greatest strengths: integrity and defence of the French language.
Party strategists believe they haven't been able to get those strengths and the details of the PQ platform across effectively.
Despite the shifting strategy, PQ president Raymond Archambault said independence remains the ultimate goal, and the sovereigntist cause will take centre stage if the party takes office.
"It's much easier to promote our ideas when we're in our government than when we're in opposition," he said in an interview.
The PQ has been hampered by inner turmoil for months, with party members openly questioning Marois' leadership and the best path to independence.
On Sunday, Marois appeared at a party event alongside the man seen as an alternative to her leadership, Gilles Duceppe.
The pair arrived together and gave few signs they were battling for the top post, but the former head of the Bloc Quebecois is seen by many as a favourable replacement -- even after a disastrous showing in the last federal election.
Polls suggest the Parti Quebecois would fare far better under Duceppe than Marois, beating out the ruling Liberals and a yet-to-be-formed party headed by former PQ minister Francois Legault.
Despite the turmoil, Marois has said she plans to stay on as leader until the next election despite the pressure to step down.
Duceppe resigned as leader of the Bloc Quebecois in May after the separatist party dropped from 47 seats to four in the House of Commons.
