Magazine article Marketing

Tories Hire Chief to Regain Core Votes

Magazine article Marketing

Tories Hire Chief to Regain Core Votes

Article excerpt

The Conservative Party has hired a former Daily Mail events marketer as its marketing chief in an effort to re-engage the middle England voters who deserted the party at the past two general elections.

Victoria Borwick, who was Steven Norris' running mate at the 2000 London mayoral election, has been appointed director of income generation and marketing, responsible for gaining new revenue from the Tories' supporter base.

News of the appointment comes in the same week as the Conservatives' annual conference. Delegates were told by chairman Theresa May that the party faced a third successive 'slaughter' at the next election unless it improved its image.

Borwick will have a powerful role in shaping the party's image and brand presentation as it attempts to bolster its membership ranks and take the fight to Labour under beleaguered leader Iain Duncan Smith.

Her role, which initially focuses on the Tories' members' clubs, is also likely to include brand strategy and working on future election campaigns. …

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