When businessman Bob Turner decided to run for Congress in a heavily Democratic district in Queens, NY, political pundits called it a long shot. But Bottom Line Marketing Group (BLMG), with its proven expertise in strategic messaging and cultural fluency, turned the tide. In a campaign recognized by national media as “a major upset victory,” Turner won the NY-9 special election—despite being outspent 13 to 1.
Bob Turner entered the race with no political background, facing an uphill battle in a district where Democrats held a 3-to-1 registration advantage. The goal: cut through the noise and rally the Orthodox and traditional Jewish vote in support of a conservative outsider. Turner’s team turned to BLMG to craft a message that would resonate deeply with a community often overlooked in mainstream political strategy.
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BLMG developed and executed a culturally sensitive campaign that leveraged a combination of precise micro-targeting and bold, emotional messaging. The team crafted campaign materials including direct mailers, newspaper ads, online banners, and even bus signage—tailored specifically for the Jewish community.
Key to the campaign’s success was BLMG’s deep familiarity with the Orthodox Jewish population. From avoiding robo-calls on Shabbos to fine-tuning language that respected communal norms, every detail was managed with care. Using detailed electoral maps and voter data, Yitzchok Saftlas, President of BLMG, personally analyzed and segmented EDs (Election Districts) to create custom walk lists and mailing targets, ensuring resources were directed where they mattered most.
One standout message—“Obama threw Israel under the bus… it’s time to send a message to Washington”—struck a chord. Developed by BLMG, the line was repeated throughout the campaign by Turner, former Mayor Ed Koch, Congressman Peter King, and even quoted in the New York Post’s Sunday edition.
Bob Turner won over 70% of the Jewish vote and flipped NY’s 9th Congressional District—marking the first time a Republican had won the seat in nearly a century. With strategic insights, cultural nuance, and relentless focus on execution, BLMG helped turn a political long shot into a nationally recognized victory.
