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Blair believed Labour lost the general election in 1992 because voters thought the party was still run by the leftwing. So he changed Labour’s constitution and policies. His most effective change was calling the party ‘New Labour’. Even the…

Events were exclusively designed for the media so as to guarantee the most favourable coverage for the party. In this photograph Tony Blair is surrounded by a carefully selected group of sympathetic nurses, pensioners, children and young parents.

Labour’s campaign was effectively reduced to five Pledges, which featured heavily on the party’s posters and advertising. Some pledges aimed to attract long-time Conservative voters, with promises on reducing crime and taxes. Others appealed to…

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Tony Blair, jacket informally cast aside, tie askew in a relaxed way, smiling, and looking optimistically upwards, was deliberately presented as the very model of a modern party leader.

D:Ream’s hit song Things Can Only Get Better was Labour’s campaign song. This poster echoes that optimistic – if vague – promise of a new start after 18 years of Conservative rule.

The extent to which Tony Blair had become the face of Labour was confirmed by his portrait dominating the party’s manifesto. Blair was incredibly popular with millions of voters and personified how far Labour had changed and was now in touch with…

Belonging to the ‘rock ‘n’ roll generation’ and a former lead singer of the band Ugly Rumours, Blair had a special appeal to some of Britain’s most popular musicians. Exponents of ‘Brit Pop’ like Noel Gallagher of Oasis saw in Blair a sympathetic and…

Ever since it became Britain’s most popular TV soap, politicians of all parties have visited Coronation Street. Tony Blair was therefore following a long established tradition by posing with the cast, including keen Labour supporter Liz Dawn (who…

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Local Labour candidates echoed the party’s national strategy of appealing to disillusioned Conservative voters.

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