Third International Conference on Communication & Media Studies

Abstract

This research paper illustrates a study of political marketing as a campaign strategy based on the recent Austrian elections. The use of a leader oriented approach to political marketing during the campaigning is a relatively new phenomenon for the western political elite. It is interesting to observe political brand representation within the increasing trend of personification in contemporary politics. An eleven-year-long grand coalition was showing signs of inefficiency. Before the elections, Austrian voters made it clear that they were tired and needed change within the system. According to poll results (Feb. 2017), without Sebastian Kurz as a candidate, the Austrian People’s Party (OVP) would end up third, with 19% of the vote. However, with Kurz on the voting ticket, the party shifted to first with 35% support. This was the main reason why OVP decided to run a person-oriented election campaign and put Sebastian Kurz in the center of all the events, prioritizing the candidate rather than the party. The main aim of the election campaign for politicians is to convince voters that they are the better candidate to lead the nation for the next four years. Presidential candidates, in particular, must distinguish themselves from competitors by strategically branding themselves and their campaign platforms. Team Kurz won the elections with 4.6% and had only five months for the whole party rebranding and campaigning. This paper explains all the political marketing tools used by Team Kurz during the campaign to achieve a winning result.