When State Senator Frank Wagner announced his retirement, the local party was armed and ready with their hand-picked replacement. But in a contentious year, one where this open-seat could decide the balance of the State Senate, Jen Kiggans saw the field and knew that Republicans would have to put up a stronger candidate.
Kiggans, a former Navy Helicopter pilot and Nurse Practitioner, recognized this opportunity as a chance to further her service.
She took a race that everyone said was unwinnable and won.
“Ready to Serve,” a bio spot, made a big impact on voters, and in a tight election pushed Jen Kiggans over the finish line to a 256 vote margin for the win on Primary Night.
This race quickly became one of the most watched in the state. We stayed on message – choosing to start 100% positive with a re-cut version of Jen Kiggans’ primary ad. We needed to define Jen Kiggans to voters on our own terms.
For all campaigns, it is important to close the arc of your messaging. We went classic for Jen Kiggan’s closing TV spot. A combo of direct-to-camera and B-roll, we had Jen Kiggan’s deliver her final message from her kitchen table. Like she had said from beginning, this wasn’t about politics – this was about our families, and the future of Virginia.