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
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.