NEWS: Labour fights back at Tory ‘new danger’ posters

The Labour Party has decided to fight the Conservatives’ ‘new Labour, new danger’ campaign with a pounds 1 million advertising push accusing the Tories of telling lies.

The Labour Party has decided to fight the Conservatives’ ‘new Labour,

new danger’ campaign with a pounds 1 million advertising push accusing

the Tories of telling lies.



As Campaign went to press, Labour’s executive committee was expected to

approve a national press and poster blitz showing a red traffic warning

sign and the slogan, ‘same old Tories, same old lies’. The ads will

break this week.



BMP DDB, Labour’s agency, has secured 1,600 poster sites - about 100

more than the Tories are using in their pounds 2 million summer

offensive against Tony Blair’s party.



For the first time, Labour will display posters at foreign holiday

destinations favoured by Britons, as well as resorts in this country.



In public, Labour has dismissed the Tory attack as ‘negative

advertising’ which would backfire. Privately, however, Labour

strategists are worried that the Tory campaign will hit home and dent

Blair’s commanding lead in the opinion polls.



But Labour sources denied the move was a panic response to the M&C

Saatchi blitz. ‘We always intended to hit back quickly when the Tories

started telling lies about us,’ one said. Labour strategists believe

they failed to respond quickly enough during the 1992 election when

Saatchi and Saatchi launched its ‘tax bombshell’ poster.



Labour’s move raises the prospect of a tit-for-tat ad battle running

until the election. The Tories have already earmarked pounds 10 million

for ads and will be able to outspend Labour.



Chris Powell, the chief executive of BMP DDB, said: ‘Experience suggests

that it is important to deal with the lies as they come up.’



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