Mark Textor, a controversial polling expert who was deeply involved in the recent election campaign of John Howard, the Australian Prime Minister, paid an unannounced visit to Britain last week for talks with Tory leaders and aides.

Mr Textor is the business partner of Lynton Crosby, an Australian who was appointed as the Conservatives’ election chief last month.

Mr Crosby is already using his expertise in targeting marginal seats, which helped the ruling Liberal Party of Australia to a surprise victory in 1998, to help the Tories to prepare for the forthcoming British election battle.

He has introduced a system of professional telephone marketing to identify the 400,000 swing voters in key seats on whom he believes the contest could hinge.

Mr Textor, who has returned to Australia but will offer occasional advice to Mr Crosby, is certain to be involved in behind-the-scenes decisions about how particular policies can be directed at, and packaged for, crucial voters.

Mr Textor has a colourful reputation in Australia as a successful operator who is not afraid to use negative techniques if they will help his party to win. His critics claim that he uses the technique of “push-polling”, which conceals aggressive campaigning under the guise of opinion polling.

Mr Textor has denied that he uses the similarly frowned-upon practice of “negative calling”, which entails anonymously ringing up thousands of people. He has been accused of being behind Mr Howard’s decision to highlight fear of terrorism and immigration in his 2001 campaign.

Conservative spokesmen emphasise that Mr Textor will not be permanently involved in the campaign, but will be on hand to be consulted.

A call centre is being established in the West Midlands to spearhead the Conservatives’ new “telemarketing” campaign, with smaller centres planned elsewhere. The development is part of a deliberate effort

to move the base of electoral campaigning activity away from London and closer to voters, particuarly in target seats.

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