Territory Stories

Brief, Stokes King DDB Needham Advertising To: Greg Hobby/Pat Greenshields From: Toby Ralph cc: John King Peter Kidman Paul Cowdy



Brief, Stokes King DDB Needham Advertising To: Greg Hobby/Pat Greenshields From: Toby Ralph cc: John King Peter Kidman Paul Cowdy

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Tabled paper 822


Tabled Papers for 8th Assembly 1997 - 2001; Tabled Papers; ParliamentNT




Tabled by Sydney Stirling


Made available by the Legislative Assembly of the Northern Territory under Standing Order 240. Where copyright subsists with a third party it remains with the original owner and permission may be required to reuse the material.




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A. STRATEGIC OVERVIEW 40% Negative Capitalise on Smiths 'knocker' image Scare him away from knocking Give the negative campaign life by introducing a "Labor has ruined Vic and WA - don't let it happen here" story half way through the campaign. Encourage 3rd party attacks on the Labor campaign - in .particular to defuse issues such as waste at the Sheraton and attack any policy initiations. 60% Positive Position Marshall Perron as "the man with the Territory at heart". Emphasise team experience Own the "NT's lifestyle is unique, great and must be preserved" position. Launch a three pronged policy package Family package Business package Tourism package Encourage 3rd party endorsement of Perron, his philosophies, his pragamtism and his approach. 3. KEY POINTS OP DIFFERENTIATION CLP/Perron experience Attitude to land rights/aboriginals Uranium royalties Proven performance vs Labor disasters Solid, costed, responsible, balanced policies 6. TARGET MARKET The target lives in the Northern suburbs of Darwin. An ABS demographic breakdown is appended and a rather dated Social Atlas is available in my office. I spent several days talking with target voters. My broad observations are: They are significantly less interested in politics than any other state group I've seen. They can easily be persuaded that the Government has been arrogant with money. They can easily see Terry Smith as a knocker. The love the NT lifestyle and feel proud and privileged to be part of it.

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