Tory Party prepares cinema ad blitz

The Conservative Party is planning a cinema campaign to improve William Hague’s image and exploit the Government’s recent troubles.

The Conservative Party is planning a cinema campaign to improve

William Hague’s image and exploit the Government’s recent troubles.



A review of the Tories’ communications has concluded that cinema

commercials should be at the forefront of the party’s campaign in the

run-up to a busy election period this spring. Elections to local

authorities and the Scottish and Welsh assemblies will take place in

May, followed by the European Parliament elections in June.



’Cinema is an under-used medium in politics and provides excellent value

for money,’ a Tory source said.



Tory strategists hope that using cinema will help Hague increase the

party’s appeal to younger voters. He is expected to feature in the

ads.



The Tories will enjoy five party political broadcasts of five minutes

during the election periods. One option is to make a film about Hague

and run a shortened version of it as a cinema ad.



Although the Euro elections will provide the biggest test of public

opinion since the general election, the Tories and Labour are unlikely

to allocate significant funds to advertising.



The Tories will run cinema and local press ads, but no national press

work. Following its decision to split with M&C Saatchi, the party’s

campaign will be drawn up by the new Creative Forum set up by Hague

(Campaign, 18 September 1998).



Its members include Robin Wight, the chairman of WCRS, Michael Isaacs of

the small agency, Hype, and Bruno Brookes, the former Radio 1 DJ.



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