Managing the campaign of Michael Biton for mayor of Yeruham position
Michael Biton’s victory is first of all the victory of a person that had the courage to leave a prosperous career in order to head a very problematic role of filling the big shoes left by Amram Mizna. We stood by Biton from the first moment and saw how the relatively anonymous candidate manages to beat the former mayor which was very popular- A representative of the “Likud” party and the candidate with the higher budget – representative of “Israel Beyteynu” party. We built a structured campaign that reached its peak according to plan and included media activity on national level and especially field work using the correct messages. Biton won the election on the first round and surprised everyone – except for the campaign team that knew we were on the way to an overwhelming victory. The campaign has proven the importance of using the correct strategy and of taking over the agenda of the election. With a low budget media campaign we accomplished our goals and had a big part of the surprising victory.