The Conservative Party has embarked on a post-Budget poster campaign
highlighting the improving economy in the general election build-up.
The M&C Saatchi work marks a change from previous negative advertising
tactics used against Labour.
The campaign continues the party’s preoccupation with eyes, but this
time focuses on those of John Major rather than Tony Blair. It is
intended to ensure that voters remember the controversial ‘demon eyes’
But it also reveals Tory sensitivities to charges of being too negative
in its advertising and the need to translate public confidence in the
economy into public support.
A Conservative source said: ‘We want credit for the economic upturn.’
The posters, which will run on 1,500 sites, all carry the line: ‘As
promised’, plus one of three messages - ‘More spending money’, ‘Lower
income tax’, or ‘More jobs’. Buying is through Concord.
Labour has responded with a variant of its ‘enough is enough’ campaign,
through BMP DDB, with a poster featuring grasping hands and the line:
‘You’re still pounds 2,120 worse off under the Tories.’
Budget focus, p5