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The 1996 general election was to see a conservative landslide, the first conservative victory since 1979. Labour won its lowest share of the vote since 1933,
|First Party||Second Party||Third Party|
|Name||Michael Portillo||Neil Kinnock||Paddy Ashdown|
The Conservative party policy of campaigning heavily in the seats held by cabinet members paid off, with Tony Blair, Robin Cook and Gordon Brown being defeated.
The conservative campaign was coordinated by Amanda Platell, Portillo's media adviser.
The labour campaign was largely centred around portraying the conservatives as an incompetant political party, reminding voters of the lamentable performance of the Whitelaw government.