Abstract
The 2010 General Election ended Labour’s 13 years in office. Tony Blair led Labour to victory in 1997, and he had been at the helm when Labour was re-elected to government in the 2001 and 2005 General Elections. Labour’s victory in 1997 had followed a period of 18 years of Conservative rule. A key part of Blair’s electoral strategy was the creation of a ‘New Labour’ project that would convince voters that the Labour Party had changed. Blair resigned as Prime Minister in 2007 and was replaced by his long-standing colleague and rival Gordon Brown. Under Brown, Labour polled 29.7 per cent of the vote at the 2010 General Election. After 1983, this was the worst Labour result at a General Election since 1918 (Curtice, Fisher and Ford, 2010). A Conservative-Liberal Democrat Coalition Government was formed and has begun implementing a programme of spending cuts that promises to cut the budget deficit (HM Treasury, 2010).
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