Sagging National shifts ad direction

By AUDREY YOUNG and FRAN O'SULLIVAN

A National Party down in the dumps about its stubbornly low polling is set to replace its arty television advertisements in the final week of the campaign with more direct messages from leader Bill English.

Mr English claims not to be knocked by yesterday's Herald-DigiPoll survey showing that his party has fallen a point to 23.1 per cent. But he confirmed that the adverts were being ditched.



In neither the adverts nor his opening television statement has he made direct eye-contact with voters and spoken directly to them.

"We're making some changes to make sure we get good, straightforward, clear messages in front of the public," Mr English said last night.



He regarded the lowest ranking National has scored in a Herald-DigiPoll as more of a "no-change poll" than anything, and said what was more important was its indication that Labour could not govern on its own.

"That would change the dynamic of the campaign.

"Of course, you're always looking for the lift. It's a test of character - and I can take it."

The DigiPoll surveys since the 1999 election reveal that a key chunk of National's vote - 15.3 per cent - has gone to Labour. National retains 61.9 per cent of its 1999 vote, with 8.4 per cent gone to New Zealand First and 7.9 per cent to Act.

Party president Michelle Boag said National had saved a lot of its arsenal for the last week of campaigning. But she had given a commitment that the campaign would not go into overdraft, "unlike last time, where we spent $300,000 more than we got in".

"I have made it an absolute article of faith this time that we will not spend any more money than we will raise for the campaign."





Auckland Regional chairman Scott Simpson said the party could "always do with more money".

There had been lots of requests for radio ads, extra hoardings and newspaper adverts but there was no plan to put the party into hock.

"If we were polling at 1 per cent behind Labour then the pressure for us to go into a situation where we sold the family silver to get that extra 1 or 2 per cent would be much greater than it is at present.

"People like Michelle and myself and others have been involved in this party for a very long period of time. I don't think that any of us is prepared to sell off the family silver for a campaign that is being waged in a very difficult political environment.

"That wouldn't be prudent."

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