The New NDP

The New NDP is the definitive account of the evolution of the New Democratic Partys political marketing strategy in the early twenty-first century. In 2011, the federal NDP achieved its greatest electoral success becoming the official opposition under Jack Laytons leadership. David McGrane argues that the key to the partys electoral success of 2011 lies in the moderation of its ideology and modernization of its campaign structures. Those changes brought the party closer to governing than ever before but ultimately not into power. McGrane then poses a difficult question: Was remaking the NDP message and revitalizing its campaign model the right choice after all, considering it fell to its perennial third-party spot in 2015? The New NDP examines Canadas NDP at a pivotal time in its history and provides lessons for progressive parties on how to win elections in the age of the internet, big data, and social media.