Case study on Justin Trudeau's Election Campaign by Aylin Global JUSTIN TRUDEAU’S ELECTION CAMPAIGN On 19 October, 2015 broadcasters declared the win of Justin Trudeau, 43-year-old son of the legendary Pierre Trudeau, had been elected with a majority as Canada’s 23Prime minister. Before that, three months ago, when the election was called, no one would ever dream of successful win of Liberal Party of Canada (LPC). After a month when Justin Trudeau, newly-elected Prime Minister, interviewed by the BBC, he said about his success: “.... There’s an awful lot of people who sort of shrugged and said [I] was nothing but a name to go on, and found themselves slightly bewildered as I left them in the dust.” It was a remarkable victory that virtually no one imagines will happen. In fact, some scholars had predicted the end of the once most powerful party-LPC that had ruled Canada for many years in the 20 century. Even less than three years later, Trudeau took the party in majority of 184 out of 338 seats, more than doubling its share of the votes received in 2011 which is under 20% to almost 40% in next elections.

1. Case Study on
Justin Trudeau's Election Campaign
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3. JUSTIN TRUDEAU’S ELECTION CAMPAIGN
On 19 October, 2015 broadcasters declared the win of Justin Trudeau, 43-year-old son
of the legendary Pierre Trudeau, had been elected with a majority as Canada’s
23Prime minister. Before that, three months ago, when the election was called, no one
would ever dream of successful win of Liberal Party of Canada (LPC).
After a month when Justin Trudeau, newly-elected Prime Minister, interviewed by the
BBC, he said about his success:
“…. There’s an awful lot of people who sort of shrugged and said [I] was nothing but a name
to go on, and found themselves slightly bewildered as I left them in the dust.”
It was a remarkable victory that virtually no one imagines will happen. In fact, some
scholars had predicted the end of the once most powerful party-LPC that had ruled
Canada for many years in the 20 century. Even less than three years later, Trudeau
took the party in majority of 184 out of 338 seats, more than doubling its share of the
votes received in 2011 which is under 20% to almost 40% in next elections.
https://www.youtube.com/watch?v=wD5FAzvltpI

4. MAJOR HURDLES IN SUCCESS STORY
Harper strong board with Public:
In contrast to Trudeau, Harper had little more support of the public. His emotional
connection with public has build quite strong due to his nine years governing period.
Harpar credibility with public is big challenge for today’s ruling government of Canada.
Justin predicted third place:
On the eve of the election call, polls revealed the huge hurdle ahead for the Liberal
Party. In comparison to the other parties, LPC was put in third place, with only 25.9%
saying they’d vote for the party vs. CPC in second position with 30.9% and 33.2% for
the NDP.
Lack of Funds:
To run a successful campaign, huge amount of funds are required. For a party like LPC,
raising huge amount of financial resources for extensive polls, attack ads, running a
successful organization at ground level for all party operations is though and especially
in circumstances when other party like CPC has already ready to spend $54 million.
PROMISES ANNOUNCED FOR SUCCESSFUL WIN
Those 78 days (campaign trail days) were most crucial days of Trudeau life as he made
some essential policy choices which can make him the Prime Minister.
• He portrait himself as the ruler of the middle class by reducing their taxes and
simultaneously increasing taxes for 1% Canadians earnings.
• To fund infrastructure investment, he announced his purpose to go into shortage
of $10 billion (approximately) for each of the next three years.

5. • Other Major announcements:
1. Promising of regulating Marijuana
2. Promising of returning of Canada to the environmental table
Watch the video of Justin election Campaign to know more.
https://www.youtube.com/watch?v=OEOAWjtKzpg
WHEN ADS MADE THE PEOPLE MAD
With “Real Change Now” slogan, Liberal Party is all set to make the change in elections
and the result has proven that clearly. Trudeau has released his first election campaign
ad of 30 seconds, in which the face of Liberal Party responds to its major reveal party
Conservative criticisms of his experience that he is not ready to be Prime Minister.
To this Trudeau commented,” Stephen Harper says I'm not ready. I’ll tell you what I’m
not ready for.” In the video, with full confidence Trudeau looks at the camera and
explain Stephen that what he is not actually ready for: “I’m not ready to stand by as our
economy slides into recession,” and “Not ready to watch hard-working Canadians lose
jobs, and fall further behind.”
https://www.youtube.com/watch?v=wD5FAzvltpI

6. In September, things change for good with Justin Trudeau Escalator ad. Trudeau’s with
full strength plays his part of climbing the escalator in opposite direction for 90
seconds with a message “Harder to get Ahead”.
The end always needs to be the best and the last ad of Trudeau campaign proves so.
The 30 second ad “Do I look scared to you?” feature Hazel McCallion, who served as
Mississauga Mayor for 36 years, addressing the Conservatives’ claim that a Trudeau
government would cancel income splitting for seniors. What can be best then using
the most senior member for delivering such a message? That’s the brilliant move for
the election campaign.
ELECTION SPENDING
Before the campaign was started, no limits were decided for the political party,
candidate, or third party (unions, corporations, special interest groups, etc.) can spend.
Since, the election period is extended for more than the standard 37-day election
period thus, spending limits also increases in proportion to the length of the period.

7. The spending limit of the liberal party of Canada is much lower than other parties
($26,000,000) but, still with its successful marketing strategies and smart campaigning,
Justin Trudeau becomes the face of Canada.
According to Elections Canada reports during the financial quarter proceeding the writ
period, the Liberals received $4.0 million, the Conservatives received $7.4 million and
the NDP received $4.5 million in contributions.
Liberal party has the less individual donors which is around 32,789 than NDP had the
most individual donors with 48,314, followed by the Conservatives with 45,532
individual donors.

8. THANKS
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