Understanding our political history : an analysis of the 2013 Maltese general election campaign mounted by the ‘Partit Laburista’ under the name “Malta Tgħana Lkoll”

Abstract

“Partit Laburista’s” 2013 general election campaign marked a significant change in Malta’s political marketing setting. This study investigates the key strategic decisions that paved the way for “Partit Laburista’s” unprecedented victory following 25 years in opposition. Through an analysis of the use of digital and traditional media, this study identifies key strategies utilised on social media platforms that extended the party’s reach with Malta’s younger and undecided voters, whilst retaining core support through the utilisation of traditional media. These observations emerge from a qualitative study involving interviews with key individuals involved in the administration of the 2013 electoral campaign. Findings suggest that “Partit Laburista’s” rebranding reinforced a new political message, hinging on a positive and modern image, that featured patriotic imagery. The party also relied on real-time feedback helping the party to enhance its messages and be better aligned with voter sentiment. This case study highlights how adaptive, locally attuned digital strategies manifest in a controlled narrative can better win the minds and hearts of party audiences. This study, therefore, provides a model on how political marketers can optimise their campaign in order engage with their audiences utilising real-time feedback and strategic messages, that should be optimised to their local context.