Cameron's slogan for the 2005 Conservative leadership election was "Change to Win". It offered a clear goal - a modernised Conservative Party capable of ending the years in the electoral wilderness. After winning that election, "Change" became a key Tory message. At various stages the Tories promised “a plan for change”, “ready for change”, “now for change”, “year for change” and finally “vote for change”. The vagueness was deliberate. The Conservatives - inspired by Obama's campaign in America, and informed by poll findings suggesting that voters were clamouring for change - wanted maximum room for manoeuvre in government. They thus maintained the flavour of the Cameron leadership campaign's three-word mantra - 'change, optimism and hope" - without offering much definition.
The gambit was always vulnerable to an alternative champion of change. Nonetheless, it held up against pressure reasonably well - until the first TV leaders' debate and the Liberal Democrat poll surge which followed it. The Liberal Democrats were perceived to be more of a change party than the Tories, and during this period they seized ownership of "change". The Conservatives had to strain every sinew to try to reclaim it, arguing that since Nick Clegg might prop up Labour during a hung Parliament, only a Tory Government could guarantee immediate and transparent change.
