Claydon Heeley’s ad for the Tories takes an apolitical stance

The Conservative Party is launching its first ads since the general election through Claydon Heeley.

The Conservative Party is launching its first ads since the general

election through Claydon Heeley.

The work begins this week with a recruitment campaign in the national

press encouraging party membership.

In a contrast to the hard-hitting message conveyed by the party’s

traditional advertising, the campaign adopts an apolitical stance,

highlighting the importance of a strong opposition that allows everyone

to have their say.

The black-and-white ad is text-based. The copy on the left side of the

page reads: ’There are two sides to every argument.’ On the opposite

side it states: ’Your support will ensure both are heard.’ The central

message, which appears under the Conservatives’ logo, reads:

’Conservative. Strength in opposition.’

Claydon Heeley has been executing direct mail campaigns for the

Conservatives for several years, but this is the first time it has

created press work.

The campaign follows the news that the Tory party will not be looking to

appoint a lead ad agency, despite speculation that WCRS was to get the

business (Campaign, 18 September). Robin Wight, WCRS’s chairman,

continues to advise the Tory leader, William Hague, privately.

The Tories’ advertising has been able to move up a gear after the

centralisation of its member database. Until last year, the 350,000 or

so party members had their details held on separate databases in each

constituency. Centralisation has allowed a more integrated and targeted

approach to marketing.


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