Peters looks on winning treble

By HELEN TUNNAH and CATHERINE MASTERS

When Winston Peters struck on a three-finger election campaign, he was worried about crime even then.

"We deliberately turned his hand around that way because we could see the graffiti artists might have whited out one finger," campaign manager and New Zealand First MP Brian Donnelly says.

And that would not have been a good look.

It also would not have catapulted Mr Peters from political obscurity into potential kingmaker, or headache, for the next Government.

NZ First's election campaign has been remarkably simple, and extremely effective when placed against the better-funded efforts of the larger parties.

The party's poll ratings have doubled, and their five MPs might be joined by another five when election results come in on July 27.

Not surprisingly, NZ First's campaign has centred on the dapper Mr Peters, and on three policy planks - immigration, law and order and the Treaty of Waitangi, each plank represented in advertising by a carefully raised finger.

When Mr Peters' billboards were first erected around Auckland they prompted a flood of jokes, as voters struggled to work out what the three fingers represented.

"Three more years in the political wilderness," was one, which sounds a bit lame now.

Five weeks on, many people have worked out what it's all about.

"We thought after six weeks they'd get it," Mr Donnelly told the Herald.

He says the campaign strategy was effectively determined by NZ First's MPs, with help from others such as their parliamentary staff manager Ernie Davis. Vault Print Production added the finishing touches.

The billboards and newspaper advertisements are starkly printed in the party colours, black and white. There was no deliberate decision to forego colour because of cost, although the simplicity of the colour pattern was perhaps determined by money when the party formed.

There has also been the use of the catchy "Bob the Builder" campaign chant - "Can we fix it, Yes we can" - although party activists claim they did not realise the slogan came from the children's cartoon.

With $166,000 of Electoral Commission funding taking care of broadcasting advertising, NZ First has used its own funds on print media advertising and billboards.

The party has not revealed its budget, but it is thought to be around $250,000 and is more than it had in 1999.

Of course, the campaign has focused on Mr Peters.

His attention to dress, television charisma and old-style charm has combined with an ability to instinctively target the fears of some New Zealanders to woo a natural constituency.

Political commentator Chris Trotter says Mr Peters acts on gut instinct.

"The key thing about Winston is he has a very, very shrewd understanding of New Zealanders."

He also warns against under-estimating the Winston Peters' smile which has worked so well for him in meetings and at television debates.

"There's something primal, or primate, about that flashing smile, it's something that people do respond to."

Jenni Raynish, from Raynish and Partners public relations consultancy, said the electorate responded to Mr Peters' straightforward messages.

"He looks smooth, he dresses sharply and he's very straightforward with his message."

Vault Print Production manager Andrene Low said sometimes clients can be a bit vague about what they want.

But NZ First knew exactly what it wanted, down to the key three messages and Winston Peters as Mr Fixit.

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