Following recent complaints of a dull campaign, and criticism for personal attacks on Ed Miliband, PM #David Cameron will be hoping to re-kindle the Tory flame, with yesterday's pledge to rescue the family home from Inheritance Tax.
Reaching out to 'Middle Britain', the Conservative Manifesto promises to create a £1million limit - currently levied at 40 per cent - which will be paid for by restricting pension tax relief for people earning £150,000, or more. Under current legislation, the tax is charged on estates worth more than £325,000, rising to £650,000 for married couples.
"I'll stand up for aspiration', announced the PM in his speech at Cheltenham yesterday; "Labour just don't get or respect" the instincts of working people to get "a promotion, a new car, or bigger home, and pass something on to their children". The Conservatives by contrast, he added, "see someone working hard to build a good life and we say - we'll cut your taxes; see savers who have made sacrifices and say - we'll let you pass that on".
"This is the Conservative dream, and it comes back to one word: security". Unveiling his new slogan, Cameron promises to bring a much needed dose of "sunshine" to the Tory Campaign, as all three parties prepare to publish their manifestoes this week to rock the Tory-Labour deadlock. The vow of warmth relights a previous Conservative promise from the 2010 election, prohibited in coalition by the Liberal Democrats: "This is a tax that is meant to be paid for by the rich, not by hard-working families who have saved to buy a home and improve it," the PM informed the Sunday Times: "That wish to pass something on is about the most human and natural instinct there is"..
Despite Cameron's more 'humane' vision, Labour deemed yesterday's pledge of 'sunshine' a "panic move", while the Lib Dems condemned it a confirmation of Tory "desperation". Yet, as BBC Conservative Campaign Correspondent Carole Walker, points out: "When George Osborne promised to raise the inheritance tax threshold to £1m back in 2007, he delivered a huge boost to Tory morale and put Gordon Brown off holding a snap election". Indeed, Cameron's efforts to boost morale start from the bottom up: their Manifesto vows to build a land "where young people can make the most of their potential, where you get up early, and do a shift, and know it's worth your while, where those who put in, contribute, and make this country what it is are rewarded for their efforts. [ … ] This is the Conservative dream".