Political parties hike direct spend to target floating vote

LONDON - Labour and the Conservatives are on track to spend record amounts on direct marketing to target the few floating voters who will determine the election, according to exclusive research commissioned by Marketing.

In the first two months of 2005, both Labour and the Tories sent more than twice as many pieces of mail than in the whole of 2004, with Labour exceeding the volume of mailings it sent in the last election year of 2001, according to Thomson Intermedia.

Labour spent £222,000 in the period on 370,000 pieces of direct mail, while the Liberal Democrats spent less than £9000.

The Tories, meanwhile, spent £501,000 on more than 800,000 mailings, just £90,000 less than its spend on outdoor advertising sites.

From June 2004-February 2005, Labour spent £294,628 on mail, compared with £96,699 in the July 2000-February 2001 period ahead of the 2001 election. The Tories spent about £650,000 at this point in both elections.

The Electoral Commission has also begun its first digital drive to promote a general election. Created by glue London, it includes search, mobile and banner ads, with planning by i-level.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message