2010 Washington, D.C. Mayoral Primary

The Challenge:
When D.C. Council Chairman Vincent Gray took on Mayor Adrian Fenty in the Democratic primary, many experts said his challenges were insurmountable. He was running against an incumbent with over $5 million in the bank; over sixty percent of District residents said the city was headed in the right direction; and he was starting his campaign with no money, no organization and less than 6 months until the primary.

The Hilltop Solution:
Hilltop partner Mo Elleithee put together a comprehensive communications strategy to position Gray early as a viable alternative that would keep the city moving in the right direction while bringing more people into the process, and putting an end to cronyism in the Mayor's office.

An aggressive earned and new media strategy was employed to get Gray's message out early, targeted African-American radio ads helped mobilize his base, and (as polls began to show that his message was penetrating) a final push of television ads helped Gray deliver a strong closing argument.

The Result:
On primary day -- despite being outspent by nearly three to one -- Vincent Gray won the Democratic nomination for Mayor, defeating the incumbent by 10 points.