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.