The inside story of how Labor conquered the western front | hamishhastie
Having travelled a different political path from the rest of the country behind its hard border under popular state Labor leader Mark McGowan, there was always a question mark over how differently the WA public would vote come election day.Labor’s victory in WA on the weekend was three years in the making.
That campaign involved more than 100 paid staff and was run more centrally than previous state elections, with every piece of election material needing HQ’s approval. This included keeping serial Labor election creative guru Darren Moss and his advertising firm Moss Group on the books as well as an ongoing research program to track the public mood.
Gorman, former WA Labor secretary-turned-Perth MP, said West Australians were angry with the coalition. Picton said after the state election, where many lifelong Liberal voters had voted Labor for the first time, the party had the opportunity to turn West Australians against Morrison. When it was identifying its target seats in June 2021, the party tempered expectations and picked Liberal-held seats on a purely mathematical basis.
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