WRING, D., 2001. Labouring the point: operation victory and the battle for the second term. Journal of marketing management, 17 (9-10), pp. 913-927.
Labour’s second landslide victory of 2001 seemed inevitable given the almost
continuous public support for the government through its first term. This paper
considers the ways in which the party attempted to maintain and cultivate the
electorate’s backing during the last four weeks or ‘short’ campaign. Perhaps
fearing apathy more than the Conservatives Labour launched ‘Operation
Turnout’ in order to mobilise its core supporters. Though this attempt failed to
boost electoral participation the party nevertheless achieved another major
victory. In this so-called ‘apathetic landslide’ Labour was able to strategically
outmanoeuvre their principal opponents the Conservatives. Interestingly the
more telling and potentially compromising criticisms of government policy and
party procedure came from sympathisers. These and other points will be
examined with recourse to a marketing analysis of the Labour campaign.