MEDIA: Design choice/Heartland

I find it incredible that the Conservative Party has never before had a party magazine. Perhaps deep in the party’s history there was one but certainly this is presented as a first.

I find it incredible that the Conservative Party has never before

had a party magazine. Perhaps deep in the party’s history there was one

but certainly this is presented as a first.



And hats off for taking the plunge. Having a vehicle for reinforcing

loyalty among your core audience is not a bad idea - especially when you

are trying to stage a comeback.



What an opportunity to demonstrate a fresh approach. Unfortunately

someone spotted a different opportunity - fundraising. At every turn

loyal party members can help contribute to the party coffers. ’Become a

millennium member’, ’leave a legacy’, ’generate funds by saving money on

your telephone calls’. There is nothing wrong with fundraising, and the

Conservative Party clearly knows who its heartland is, but so naked is

it in its ambition that there is little room for anything else.



Contributions from Marco Pierre White and Frederick Forsyth pop up from

the surrounding ads, while the only heavyweight politician to put his

name to paper comes on the last page in the guise of Michael Ancram.



Of course the good thing about first editions is that they are first

editions. A vehicle is now in place, it just needs some readjustment.



Discussion

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

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
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
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers