NDP campaign focusing on the Notley name

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Alex Antoneshyn CTV Edmonton

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Alberta’s New Democratic Party appears to be leaning more on its leader—and less on its three-lettered brand—in the weeks leading up to the provincial election.

New promotions for NDP candidates feature sky blue highlights alongside the party’s signature orange.

In place of an NDP logo, signs read, “Fighting for you.” Premier Rachel Notley’s name sits below the tagline.

A MacEwan University political scientist believes the branding signals the NDP is leaning on Notley’s approval rating.

“This has become essentially a leader-focused campaign by the NDP, given that the party is really doing badly in the polls,” Chaldeans Mensah told CTV News.

A Mainstreet Research poll suggested the United Conservative Party has 52 per cent support from decided voters, while the NDP only has 28 per cent.

But it’s a different story when it comes to the leaders: Notley and Kenney have left similar impressions on the voting public, with the premier’s favorability skyrocketing in recent months.

Mensah called Notley the “winning formula for the NDP,” and said any other party attempts to attack the Notley brand could backfire.

The strategy is reminiscent of the 1993 election, when Progressive Conservative signs read “Ralph’s Team” rather than PC party branding.

With files from Timm Bruch

RELATED IMAGES 1 / 3 Alberta Premier Rachel Notley speaks to cabinet members about an 8.7 percent oil production cut to help deal with low prices, in Edmonton on Monday December 3, 2018. THE CANADIAN PRESS/Jason Franson Recent NDP promotions have featured a sky blue color and Premier Rachel Notley's name, rather than the NDP logo. (Twitter / @albertaNDP) The 1993 election saw the Progressive Conservatives focus on Ralph Klein's brand in their campaign.