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Innovative marketing and campaign planning helped the Labour Party

to its victory in this year's General Election, according to the MP who

spearheaded the push.

Speaking at the Labour Party Conference in Brighton, Douglas Alexander

said the use of targeted direct marketing, locally customised election

materials and more effective posters were crucial in galvanising the

public's perceptions of Labour investment in public services and

Conservative spending cuts.

Alexander, who co-ordinated the election strategy, made the claims

despite the June poll's turnout being the lowest of any general election

since the First World War.

Alexander cited Labour's 'Be Afraid' poster, showing a hybrid of William

Hague and Margaret Thatcher, and its 'Urgent Reminder' Post-it

Note-style ad as its best executions. Both were created by

TBWA/London.

Separately, the government is looking at allowing the electorate to vote

via their PC, TV or telephone as part of a research project aimed at

increasing turnout at future elections.