Magazine article Marketing

Tories 'Modernise' with Online Focus

Magazine article Marketing

Tories 'Modernise' with Online Focus

Article excerpt

The Conservative Party is to put the internet at the heart of its advertising activity as it seeks to update its image and establish itself as the political party for the 21st century.

The party views the move as a vital element in its battle to end Labour's term in government and the decision has been rubber stamped by its leader, Michael Howard.

The use of the internet is also intended to boost the number of citizens voting by highlighting one or two issues that are relevant and meaningful to people, rather than using highly political advertising that could alienate them.

Conservative Party marketing director Will Harris said the internet would become a 'vital extra communications channel' for the Tories. The party has hired its first digital agency, Agency Republic, to create the digital campaign.

Harris said the party was now considering launching a number of dedicated web sites, which would be used either as campaign tools or in web-based political initiatives. …

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