Cons resided over an economic crisis in the 1990s and so the competence of the gov was in question
Cons were divided over the Maastricht Treaty
Cons had a reputation for sleaze
NHS and education were in decline
Lab promised to make investments in NHS and education to raise standards
Gordon Brown (Chancellor) promised to be fiscally responsible - Lab had a rep as a 'tax and spend' party
Labour adapted policies into the '3rd Way' which was more Centrist, in response to the traditional working class diminishing
Labour offered five pledges - cut class sizes, fast-track punishment for young offenders, cut NHS waiting lists, get 250,000 under 25s employed, cut VAT on heating and not raise income tax