Labour tailors its mailshots to voters

Labour has devised a "target bombing" election strategy which will see key voters sent carefully tailored campaign material.

Elderly people, for example, will receive a "pensioners' manifesto" laying out pledges for help in retirement.

Homeowners in marginal seats will get a "mortgage wheel" to make instant calculations of how much lower their repayments are now than when the Conservatives were in power.

The strategy is being dubbed "personalised campaigning" at Labour's headquarters, where teams of researchers are compiling a giant database of voters in dozens of battleground constituencies.

Names, addresses and personal details such as whether they are homeowners, have young children and likely income bands are being fed in so each family can be targeted with relevant mailshots.

The pensioners' manifesto will sell Labour's policy on "active aging" - encouraging people to work after retirement age - and highlight past policies like free TV licences and winter fuel allowance.

It was drawn up to counter polling evidence that many elderly voters, the group most likely to turn out on election day, are tempted to switch back to the Conservatives.

In a sign of Labour's concern, Tony Blair used a large part of a keynote speech yesterday to set out Labour's policies for pensioners. He promised the welfare of pensioners would be "one of the main concerns" for a third Labour term.

Homeowners - a group that the Conservatives captured under Margaret Thatcher - are now regarded as fertile Labour ground because of rock-bottom interest rates.

With campaigners working towards an expected election date of 5 May, details are also being honed for the most presidentialstyle election campaign in Labour's history. Party strategists are convinced Mr Blair remains Labour's "number one asset" despite the unpopularity of the Iraq war.

Advisers even believe they can turn Iraq to their advantage by hailing Mr Blair's international role as an example of strong leadership.