The London Mayoral election is just 2 weeks away and the city is abuzz with communication aimed at capturing the attention and support of the diverse electorate.
At the forefront of this electoral battle is incumbent Mayor Sadiq Khan, whose advertising approach is well-structured and executed.
Khan’s campaign can be dissected into five key pillars, each playing a pivotal role in shaping his path to potential victory.
Defining his opponent
In any political race, defining one’s opponent is a crucial step in shaping public perception. Khan’s ad strategy recognises this, aiming to paint a clear picture of his main rival, positioning himself in stark contrast.
Highlighting his achievements
Building on his incumbency advantage, Khan’s campaign emphasises his accomplishments during his tenure as Mayor.
By showcasing tangible results, Khan aims to bolster his credibility and reinforce the notion that he is the candidate best equipped to lead London forward.
Promoting his policies for a third term
Khan’s ad strategy doesn’t merely rest on past laurels but extends into the realm of future promises and policy proposals.
By outlining his vision for a third term, he not only demonstrates continuity but also offers voters a glimpse into what they can expect under his continued leadership.
Squeezing third-party support
Recognising the importance of coalition building in electoral success, Khan’s campaign strategically targets potential supporters beyond traditional party lines. By appealing to voters who may align with smaller parties or independents, he seeks to broaden his base and secure a diverse coalition of supporters.
Encouraging registration and turnout
Finally, no electoral strategy is complete without a concerted effort to mobilise supporters and ensure high voter turnout.
Khan’s campaign recognises this reality, actively engaging in voter registration drives, postal vote turnout initiatives and reminders to bring photo ID to the polling station. These ads will be targeted at demographics likely to support his candidacy.
Polling in early April showed Sadiq Khan 13 percentage points ahead of his rival, which is a commanding lead for someone trying to win their third term. This well-oiled campaign machine has to take a lot of credit.
politicaladvertising.co.uk 