The loudest message went to National. The loudest clap was for Winston (not NZ First). But each party can take fortune cookies from the result in Northland this weekend.

First National. The secret of John Key's Teflon popularity;  'don’t be what we know you really are - Tories.' When National inhabits the centre ground, and behaves like a Labour-lite government, they're hard to beat. 
After the 2008 election Key’s government kept Labour’s Working for Families tax break and interest-free student loans. After 2011 it introduced free doctors visits for kids under the age of thirteen and extended Paid Parental Leave, a policy they fought to kill fifteen years before. 

Bill English, at times has looked like the best Labour finance minister since Michael Cullen. Except when the mask falls and he says nasty Tory things like ‘Low wages make us more competitive overseas’ or ‘If the market wants raw logs the market gets raw logs’.

Now it turns out the tilt to the centre was skin deep.

There was no great conversion to active management of the economy or compassion. 2008-2014 saw a series of tactical moves from a government with a slim majority, dependent on the Maori party. That's all. And the Maori party voted ‘left’ on just about every major piece of legislation, from employment law to paid parental leave.

Everything changed after the 2014 election when it looked like National wouldn’t need the Maori party.

Time to throw some red meat to the base. The problem with the economy, they announced in an odd move, that would have been comical had it not been so mean, was that we’re all taking too many tea breaks.

Stop drinking tea and the economy will thrive.

‘And then we’re going to pay you more by paying you less. 

The Employment Relations Amendment Bill, in the words of the Cabinet paper will  'enable employers to offer individual terms and conditions that are less than those in the collective agreement.'

Translated that means 'keep wages low'. The Bill removed the right of a new worker to be paid no less than anyone on a collective agreement.

Against that backdrop, government ministers drove round Northland in a phalanx of Crown cars, and the popular John Key looked like the Child Catcher in Chitty Chitty Bang Bang, promising sweets, chocolates and bridges.

National is still polling high across the country. And perhaps luckily for them, the numbers in parliament have returned to something closer to 2011. The Maori party will be a  hand break.  

If John Key has any sense hell make a virtue of circumstance, and use Northland as his excuse to resist throwing any more red meat, and spend less time talking up the Auckland economy of latte makers and hair dressers, and more time talking up the milk and wood produced in the regions.

There are lessons for Labour too. Winning by doing nothing is not success.

Yes, the nod and the wink to Labour supporters in the North helped get Winston across the line, and thousands voted tactically because they heard the call. But it would have been so much easier for Labour to share the glory on Saturday night if they'd said clearly during the campaign; ‘A win for Winston is our best way to send a message to the government, and start the road to a Labour-led government in 2017. He can’t win without us. We’re asking you to vote for Winston, come up and volunteer or donate.’ Winston’s biggest risk was turnout on the day. He didn’t have much organisation on the ground. Luckily for him, the National party’s fabled machine backfired and failed to get its own supporters to vote for them.

Now he’s bending over backwards to tell people his win had nothing to do with Labours help.

Governments dont just lose elections. Oppositions have to win them. When Willow Jean Prime was campaigning (before the nod and the wink) she didn’t have a strong enough Labour message. 'Vote for me to get a strong local voice for the North in parliament' wasn't strong enough. That reveals a gap in Labour’s strategy nationally. They haven’t yet given people a reason to switch their vote to Labour. Getting that right needs to be a priority. 

How did Winston - not Labour - manage to capture the protest vote in the North? It wasnt just brand Winston. He had a good message and he delivered it with passionate. He gave people hope. 

But the biggest message is for the Greens.

They are nowhere in this by-election, which is not a surprise. But a Labour-New Zealand First ticket is looking possible in 2017, and that feels a lot less scary to voters than a Labour-Greens ticket.

Which brings me to one final fortune cookie for Winston; ‘Don’t  forget that you won this by-election by campaigning on a Labour message of more jobs, more infrastructure, and a pro-active government that grows the economy in the regions, for the many not just the few.' 

Don't make the mistake that National just made, or shifting back to the right.
 

Comments (3)

by Wayne Mapp on March 30, 2015
Wayne Mapp

Josie,

The message "Vote Winston to beat National in 2017" would have been hard to sell, no matter how much Labour believes it. 

To begin with, NZF might support National in 2017, (see my comment on Andrew Geddis's post on this point). It would also have said to many of the thousands of National voters who voted Winston, "don't take the risk."

From a political tactics perspective, Andrew Little played the right game. He said enough, and not too much.

by Josie Pagani on March 30, 2015
Josie Pagani

Hi Wayne,

I agree -  Winston's message 'You don't have to change the government to change the way they treat Northland' was a winning one, and targeted National supporters perfectly.

But I still believe that people have more respect for a direct call to vote tactically - they understand how MMP works - and that in this case, Labour supporters understood the Labour candidate couldn't win. They would have switched votes away. What people don't like is the nods and winks - A strong call to action from Labour up North, directed at Labour supporters who DO want to change the government -  would have made it harder for Winston to ignore us now.

Labour could have got more out of Northland.

by Josie Pagani on March 30, 2015
Josie Pagani

*they would have switched votes ANYWAY. Typo...

 

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