Here in Ontario, my Western friends often tell me, “Ontario is a lost cause for Conservatives. They always support Liberals, and nothing ever changes. Why bother trying to win votes there?” But they’re wrong! There are many right-of-center voters in Ontario. The problem is just how we talk to each other..But let’s back up. On the surface, people who make this argument seem right. In 2021, Conservatives and Erin O’Toole won only 31% of all Ontario seats. The elections in 2019 and 2015 produced practically identical results for the party — despite Ontario receiving the lion’s share of party resources and attention. It’s safe to say Ontario could be described as the Great White Whale of Conservative politics — and it’s understandable to write it off as a lost cause and adjust one’s expectations..But… Just nine months after the Conservatives’ disappointing federal defeat in Ontario, Doug Ford’s Ontario PCs romped to victory, winning a second consecutive majority government. They carried more than 66% of seats at Queen’s Park. If we can elect 83 Progressive Conservatives to Ontario’s legislative assembly, then surely we can elect that many Conservatives MPs as well?.Reality check. Whether we like it or not, all paths to a majority government run through Canada’s largest province. So, if the Conservatives ever want to return to power and win on the same scale as Doug Ford, it’s time for the party to learn new lessons and adopt a different strategy..Sure, the Liberals have a strong brand. But over the past few months, it’s been severely weakened — and now is the perfect opportunity for Conservatives to strike. Justin Trudeau has never been more unpopular. Runaway inflation, oversized interest rate hikes and endless tax increases are eating away at workers’ prosperity like never before. Faced with diminishing job prospects, a housing crisis, and endless debt, young people are losing hope. Canadians from coast to coast to coast feel disconnected from their government. Some feel demonized — with good reason..So, the question is: How can Conservatives convert the success of the Ford PCs into a success of their own? It all comes down to one crucial word — marketing. “All politics”, the old adage goes, “is marketing”. Where can the Conservatives learn from the Ontario PCs?.There are three key areas: Brand, issues, and voters..Doug Ford benefitted from an established brand. Erin O’Toole did not. Part of this was due to the Covid-19 pandemic but O’Toole was also hurt by perceived changes of policy, flip-flops, and inconsistencies throughout his political career. All politicians evolve over time, but the federal campaign’s failure to eloquently market these changes to the electorate was a major contributor to its defeat. The next Conservative leader needs to stick to the principles they campaign on. It may be hard. But, voters respect and trust politicians who have convictions and then stand by them..The issues: In both election campaigns, the Ontario PCs and the federal Conservatives were attacked by opponents using hot-button issues such as abortion, gun control, and private health care. Ford’s team did not allow themselves to be blown off course by frequent mischaracterizations of their positions and ran a disciplined, focused campaign. Unfortunately, Liberal dishonesty and half-truths distracted O’Toole from the marketing and promotion of the Conservative platform. What followed was a reactive, rather than proactive, strategy. Voters see through these kinds of cynical ploys for support — and the next leader should not use them..Finally, Doug Ford went looking for people who didn’t usually vote Progressive Conservative. He appealed, for example, to new Canadians. He reached out to union members who do not typically support right-of-centre politicians. Let’s not forget that conservatism is applied common sense. When it’s properly explained, people like it..Erin O’Toole tried to brand the party as more accepting and understanding of new groups of voters, but left it too late. The next Conservative leader should do the same, but do it right away..The East is not a lost cause to Conservatives. Ontario offers the perfect case study for frustrated Conservatives looking for change, and praying for a Conservative majority government. It’s up to the next CPC party leader to take Doug Ford’s strategy and use it to win..Do this, then watch out Justin Trudeau. The Conservative Party will be unstoppable..Guest Columnist: Josh Underwood is a Conservative commentator from Ottawa, Ontario
Here in Ontario, my Western friends often tell me, “Ontario is a lost cause for Conservatives. They always support Liberals, and nothing ever changes. Why bother trying to win votes there?” But they’re wrong! There are many right-of-center voters in Ontario. The problem is just how we talk to each other..But let’s back up. On the surface, people who make this argument seem right. In 2021, Conservatives and Erin O’Toole won only 31% of all Ontario seats. The elections in 2019 and 2015 produced practically identical results for the party — despite Ontario receiving the lion’s share of party resources and attention. It’s safe to say Ontario could be described as the Great White Whale of Conservative politics — and it’s understandable to write it off as a lost cause and adjust one’s expectations..But… Just nine months after the Conservatives’ disappointing federal defeat in Ontario, Doug Ford’s Ontario PCs romped to victory, winning a second consecutive majority government. They carried more than 66% of seats at Queen’s Park. If we can elect 83 Progressive Conservatives to Ontario’s legislative assembly, then surely we can elect that many Conservatives MPs as well?.Reality check. Whether we like it or not, all paths to a majority government run through Canada’s largest province. So, if the Conservatives ever want to return to power and win on the same scale as Doug Ford, it’s time for the party to learn new lessons and adopt a different strategy..Sure, the Liberals have a strong brand. But over the past few months, it’s been severely weakened — and now is the perfect opportunity for Conservatives to strike. Justin Trudeau has never been more unpopular. Runaway inflation, oversized interest rate hikes and endless tax increases are eating away at workers’ prosperity like never before. Faced with diminishing job prospects, a housing crisis, and endless debt, young people are losing hope. Canadians from coast to coast to coast feel disconnected from their government. Some feel demonized — with good reason..So, the question is: How can Conservatives convert the success of the Ford PCs into a success of their own? It all comes down to one crucial word — marketing. “All politics”, the old adage goes, “is marketing”. Where can the Conservatives learn from the Ontario PCs?.There are three key areas: Brand, issues, and voters..Doug Ford benefitted from an established brand. Erin O’Toole did not. Part of this was due to the Covid-19 pandemic but O’Toole was also hurt by perceived changes of policy, flip-flops, and inconsistencies throughout his political career. All politicians evolve over time, but the federal campaign’s failure to eloquently market these changes to the electorate was a major contributor to its defeat. The next Conservative leader needs to stick to the principles they campaign on. It may be hard. But, voters respect and trust politicians who have convictions and then stand by them..The issues: In both election campaigns, the Ontario PCs and the federal Conservatives were attacked by opponents using hot-button issues such as abortion, gun control, and private health care. Ford’s team did not allow themselves to be blown off course by frequent mischaracterizations of their positions and ran a disciplined, focused campaign. Unfortunately, Liberal dishonesty and half-truths distracted O’Toole from the marketing and promotion of the Conservative platform. What followed was a reactive, rather than proactive, strategy. Voters see through these kinds of cynical ploys for support — and the next leader should not use them..Finally, Doug Ford went looking for people who didn’t usually vote Progressive Conservative. He appealed, for example, to new Canadians. He reached out to union members who do not typically support right-of-centre politicians. Let’s not forget that conservatism is applied common sense. When it’s properly explained, people like it..Erin O’Toole tried to brand the party as more accepting and understanding of new groups of voters, but left it too late. The next Conservative leader should do the same, but do it right away..The East is not a lost cause to Conservatives. Ontario offers the perfect case study for frustrated Conservatives looking for change, and praying for a Conservative majority government. It’s up to the next CPC party leader to take Doug Ford’s strategy and use it to win..Do this, then watch out Justin Trudeau. The Conservative Party will be unstoppable..Guest Columnist: Josh Underwood is a Conservative commentator from Ottawa, Ontario
