But you don't 'get the press aligned with you' - the British press is always right wing because of who owns it, not because of the quality of the campaigns that are run. (I do know Blair got the Sun on side and that was a massive achievement of that campaign, however it came about).
I agree that the Johnson campaign was impressive but I honestly can't remember much about the Cameron one and do feel in some ways it was a bit like the Tory situation now in that people felt it was time for a change and were blaming Brown for the financial crash. I suppose that did come up in the campaign and the Tories were absolutely on message for the decade after that in saying how Labour had wrecked the economy - they kept that up right up to Brexit/Covid as I recall.
But this Tory talent for campaigning has really not been much in evidence this time around has it?