* John Major vs Tony Blair
* Key Issues: the Tories had been in power for 18 years, economic recession under Tory leadership, decline of the NHS and education, power held by the EU
* Public Image: Major = unexciting/weak Blair = young/attractive/clear vision
* Campaign: lasted 6 weeks, use of media soundbites (e.g. Blair’s “education, education, education”), Labour modelled their campaign on American politics
* Policies: Labour promised to cut class sizes in schools, cut NHS waiting lists and not raise income tax. Tories focused on economic recovery
* Blair won and Labour held power for 13 years