'For the Many, Not the Few': Strategising the campaign trail at the 2017 UK general election

Abstract

During the 2017 general election campaign, the Conservative and Labour leaders toured the country. While Theresa May operated a conventional approach, encapsulated by limited interactions with the public, Jeremy Corbyn participated in public rallies and appeared at music festivals. This article examines the strategic decisions underpinning leader visits in the 2017 campaign trail. It finds that May and Corbyn's electoral strategies had more in common than at first sight. The article adds to existing studies by using new interview data from local party campaigners to understand visit organisation and impact on the local campaign. It also makes an important step towards unpicking the causal mechanism through which these visits may affect voter behaviour.