The party views the move as a vital element in its battle to end Labour鈥檚 term in government and the decision has been rubber stamped by its leader, Michael Howard.
The use of the internet is also intended to boost the number of citizens voting by highlighting one or two issues that are relevant and meaningful to them, rather than using highly political advertising that could alienate them.
Conservative Party marketing director Will Harris said the internet would become a 鈥渧ital extra communications channel鈥 for the Tories. The party has hired its first digital agency, Agency Republic, to create the digital campaign.
Harris said the party was now considering launching a number of dedicated web sites, which would be used either as campaign tools or in web-based political initiatives.
An online viral campaign is one option to build on perceived disenchantment with Labour, while increased references to the official Tory web site, www.conservatives. com, are also being considered for all future above-the-line activity.
The first web-based initiative began last week. The party is encouraging people to post ideas at www.letdownby labour.com for TV, poster and press campaigns to convey Labour鈥檚 failings.
The best ads will be hosted on the web site. The Tories are hopeful that these will then end up being forwarded via e-mail across the country.
鈥淲e are confident that because of the political cycle, people will want to send on these films virally because anger with the government is growing,鈥 added Harris.
The party is also expected to use mobile marketing initiatives this summer to build awareness of local and European elections on June 10.
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