explained: "We repeatedly tried and failed to get him to understand that you couldn't say that they were dangerous and copying you at the same time." In any case, the campaign failed to gain much traction, and the Conservatives went down to a landslide defeat at the polls. Labour campaign Labour ran a slick campaign that emphasised the splits within the Conservative government and argued that the country needed a more centrist administration. It thus successfully picked up dissatisfied Conservative voters, particularly moderate and suburban ones. Tony Blair, who was personally highly popular, was very much the centrepiece of the campaign and proved a highly effective campaigner. The Labour campaign was reminiscent of those of Bill Clinton for the US presidency in 1992 and 1996, focusing on centrist themes as well as adopting policies more commonly associated with the right, such as cracking down on crime and fiscal responsibility. The influence of political "spin" came into great effect for Labour at this point, as media centric figures such as Alastair Campbell and Peter Mandelson provided a clear cut campaign, and establishing a relatively new political brand "New Labour" with enviable success. Liberal Democrat campaign The Liberal Democrats had suffered a disappointing performance in 1992, but they were very much strengthened in 1997 due in part to potential tactical voting between Labour and Lib Dem supporters in Conservative marginal constituencies, particularly in the south - which explains why while given their share of the vote decreased, their number of seats nearly doubled. The Lib Dems promised to increase education funding paid for by a 1p increase in income tax. Endorsements In a sign of the change of direction which 'New Labour' represented, they were endorsed by The Sun (with a famous front page "The Sun Backs Blair"), as well as the more left-leaning newspapers the Daily Mirror, The Independent and The Guardian. The Conservatives were endorsed by the Daily Mail, the Daily Express, The Daily Telegraph and The Times. Opinion polling Notional 1992 results The election was fought under new boundaries, with a net increase of eight seats compared to the 1992 election (651 to 659). Changes listed here are from the notional 1992 result, had it been fought on the boundaries established in 1997. These notional results were calculated by Colin Rallings and Michael Thrasher and were used by all media organisations at the time. |} Results Labour won a