Hope Beats Fear? : The Assent of the Saskatchewan Party to Power and the Fall of the NDP


  • Chris Fulmer




Party Politics, Political Marketing


The purpose of this paper is to trace the assent of the Saskatchewan Party and examine their current success in the province that has been historically hostile to conservative parties of any iteration. Saskatchewan’s “Natural Governing Party” has long been considered the NDP, and the province’s political culture has been long entrenched with a social democratic lean. This paper builds on and applies the work of Dr Jared Wesley and Michael Moyes in “Selling Social Democracy: Branding the Political Left in Canada” to the context of Saskatchewan and the Sask Party. This paper looks at the tactics and success of political branding and shows how the Sask Party used many of the same branding techniques traditionally used by left wing parties all across the country to great success.