The offensive is the result of nearly ten months of strategic planning and policy research, and targets all London press and broadcast media, according to head of media for the Norris campaign, Charlotte Kenyon.
Norris kicked off his month-long publicity onslaught on Wednesday by hopping aboard a campaign bus, pledging to visit two London boroughs a day.
The campaign launch event was attended by Conservative Party leader Michael Howard, who is also expected to attended further events in the run-up to the election on 10 June.
A party political broadcast airing in two weeks will focus on Norris’s pledge to tackle crime in the capital, Kenyon said. The total cost of the ten-month campaign, including planning, will top £750,000, including £250,000 allocated to press and billboard ads.
While political parties’ general publicity is not capped, they are limited to
a maximum budget of £420,000 for the period from 4 May to 10 June by The Electoral Commission .
The Labour Party’s campaign to re-elect Ken Livingstone has also launched with a series of daily publicity events, each one focusing on a different pledge from the incumbent Mayor.
Livingstone will stand as the Labour candidate in this year’s election. Last time, he stood as an independent.