Andy Burnham, the Greater Manchester mayor and potential Labour leadership contender, is investing heavily in hyper-local digital advertising for the Makerfield by-election. The strategy shift aims to counter accusations of using the seat as a stepping stone and to secure victory against Reform UK.
This strategic shift by Andy Burnham highlights the challenges of balancing national political ambitions with the realities of local electoral campaigns, particularly in a competitive by-election environment where local sentiment can be decisive.
Andy Burnham, the Mayor of Greater Manchester, is concentrating on hyper-local issues in his campaign for the Makerfield by-election, a strategic shift from his previous national focus. With the vote scheduled for June 18, Burnham has invested approximately £8,000 in digital advertisements on platforms like Facebook and Instagram. These ads highlight specific local concerns and pledges, such as improving infrastructure, opening new health facilities, and addressing local environmental issues. This approach aims to counter criticism from his Reform UK opponent, Robert Kenyon, who has accused Burnham of using the by-election as a stepping stone for his ambition to challenge Keir Starmer for the Labour leadership.
Burnham's campaign has also featured paid content showcasing local endorsements and his "place first" ethos. This focus on granular local grievances marks a departure from his earlier campaign messaging, which emphasized his successes as mayor and his broader vision for national political change. The campaign's media team has also limited national interviews, prioritizing left-leaning outlets that reach Labour Party members. A significant portion of the ad spend was dedicated to promoting positive testimonials from Makerfield residents, portraying Burnham as a genuine and trustworthy local figure.