National Party win marks end of sleepless nights

The National Party's election win marked the end of an intense ad campaign led by party campaign manager Steven Joyce and Pond creative consultant Glenn Jameson.

Taking a long-term view to re-building the National Party brand, Glenn, Mikkel Johannessen and Leighton Howl introduced a new design (including new colours, fonts and simple graphics) that would appeal more to swinging female voters as well as younger ones.

However the main focus of this campaign were the TVCs, which emphasised the 'five pillars' of the party's campaign strategy (law and order, education, health, infrastructure and taxation); while also introducing John Key as an accessible statesman who would listen to New Zealanders and lead them with constructive policies.

Given the current economic climate, party strategists elected to move away from 'old school' election campaigns that simply attacked opposition parties and personalities. That's a pretty big leap when you consider what has gone on in previous years!

This wasn't the time for a "feel good" brand campaign that didn't give people specific reasons to vote, or any mudslinging (even though that was what the media wanted).

Instead, voters were offered the chance to choose a brighter future and as it turns out that's what they did.

Overall, National counted on the success of a campaign that was largely optimistic, inspirational and focused on fresh, workable ideas to boost the economy. In other words, just the sort of campaign that would reflect the leadership style of John Key.