By FP1 Strategies
Coach Tommy Tuberville secured a victory over former Attorney General Jeff Sessions in the July 14th runoff election for the Republican U.S. Senate nomination in Alabama.
Tuberville’s victory is notable because Sessions, a former four-term United States Senator from Alabama, began the race with a significant lead and fundraising advantage. A January 28th poll by OnMessage showed Sessions leading Tuberville by a margin of 44% to 21% with Congressman Bradley Byrne at 14%.
Despite being outspent by a three-to-one margin during the first round of voting, Coach Tuberville received the most votes on March 3rd, paving the way for an endorsement by President Trump.
FP1 leveraged the Tuberville campaign’s resources effectively to define Coach as the conservative outsider in the race who would advance the Trump agenda. We played up the fact that Tuberville was a two-time SEC Coach of the Year and highlighted his conservative positions on life, the Second Amendment and illegal immigration. We also ran contrast ads that reminded Alabama conservatives that Bradley Byrne had called Trump unfit to be President and wanted him to drop out of the race against Hillary Clinton, while hitting Sessions for betraying Trump and sticking the country with the Russian hoax and Mueller investigation.
During the runoff, we ran two ads that featured the Trump endorsement and contrasted Coach’s outsider status against a failed career politician who President Trump called a total disaster and an embarrassment to the state of Alabama.
“Coach Tuberville is a winner,” said FP1 founding partner Jon Downs. “We are proud to be on Team Tuberville, and we look forward to contrasting Tommy’s conservative vision for America with Doug Jones’ liberal voting record.”
“This was a great comeback win,” said FP1 partner Trent Wisecup. “Jeff Sessions started this campaign with significant advantages, and Coach just outcampaigned him.”
Watch the FP1 ads from the Tuberville race: