Claydon starts Tory mail blitz

The Conservative Party has launched its biggest fundraising appeal to date – and its first to non-members, including potential Labour voters – in a direct mail campaign by through-the-line agency Claydon Heeley.

So far, 230,000 people have been sent a personally addressed letter from the party chairman Brian Mawhinney and a leaflet featuring the infamous “demon eyes”, which were originally superimposed on a photograph of a grinning Tony Blair in press ads through M&C Saatchi. The use of the Blair likeness in such a way was later banned by the Advertising Standards Authority.

The red eyes were used in further ads and party political broadcasts to try to undermine Blair.

For this campaign, Claydon Heeley built up profiles of people who had been past contributors to the Conservative Party. It then mailed people on non-political commercial lists who fitted the same criteria, based on such things as the sort of newspaper they read or car they drive. These days, this is just as likely to include potential Labour and Liberal Democrat voters as Conservatives.

Leo Campbell, a director of Claydon Heeley, says: “The Conservative Party has never done a fundraising mailing to non-members before. We are taking it out of its comfort zone. This is the biggest mailer for fundraising it has done.”

Claydon Heeley recently helped to organise a Christmas lottery for party members, which raised more than 700,000.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here