Labour readies DM focused election campaign

The Labour Party is said to be planning to focus its marketing spend on direct mail in the final two months of its election campaign.

It is understood the party has no plans to launch poster activity and will instead concentrate its efforts on direct mail and grassroots campaigning in the build up to the May poll.

According to a report in The Times, Labour has just £4m left to spend on the campaign, half of what was allocated. The campaign budget for this election is just a fraction of the £15m Labour was said to have spent in 2005 and falls well short of what the Conservative Party plans to spend as it looks to win its first general election since 1992. 

The Conservatives launched a high profile poster campaign featuring David Cameron last month. The posters proved controversial after the Party was accused of airbrushing the images of its leader to make him look younger. The Tories have since launched a campaign featuring real voters who plan to vote for the Party for the first time. 

The Tories received more than £10m in donations to their campaign in the final quarter of 2009, according to figures released yesterday (25 February) by the Electoral Commission, compared with Labour’s £4.9m.

The Times report says Labour will look to exploit free media opportunities such as planned televised debates between the leaders of the three main parties and also plans to advertise in freesheet Metro and Tesco magazine.

Labour unveiled its election slogan, “A future fair for all” last week.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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