How Gladys Berejiklian’s sister Mary helped her become Premier

Premier Gladys Berejiklian’s sister Mary played a huge part in helping her win the state’s top political role. Adding her support on the campaign trail, she helped break down the perception of the Premier as being “staid and polite” — and the voters loved it.

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She stood up to the social media trolls and posted Instagram filters of Premier Gladys Berejiklian wearing cartoon sunglasses while on the campaign trail.

When Mary Berejiklian offered to help her older sister fight the NSW election, the Premier’s staff seized the invitation.

The vivacious News Corp executive joined the campaign bus as it toured marginal seats in the final week before last Saturday’s poll.

Focus group research had shown the Premier to be the greatest asset for the Coalition, leading to a “Gladys-focused” marketing campaign.

Premier Gladys Berejiklian with her sisters Rita (left) and Mary (right), who helped her during her election campaign. Picture: Sam Ruttyn

The Premier was also “liked” and “respected”, but unlike her predecessor Mike Baird, she lacked “relatability”.

“Voters considered the Premier to be hardworking and competent — the challenge was that this wasn’t enough,” a party strategist said.

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“Voters will only vote for somebody that they can trust and to trust somebody you need to know them.

“Voters felt Gladys to be too distant.”

It was agreed the fiercely-private Premier needed to let the public in — a move that the strategist claimed Ms Berejiklian remained uncomfortable about throughout the campaign.

Mary, the more outspoken of the sisters, and middle sister Rita were a hit with both the media and the public, posing for photographs at schools and radio stations.

Premier Gladys Berejiklian’s sister Mary was an asset to the campaign. Picture: Richard Dobson

The sisters showed a more personal side to Premier Gladys Berejiklian as they hit the campaign trail together. Picture: AAP/Mick Tsikas

On Saturday night, the pair turned heads with Mary turning up in a 1970s disco gown, with Rita wearing an equally eye-catching outfit.

“I think all of you know Mary,” Ms Berejiklian said while thanking her family during her speech.

As for her impact on voters, a Liberal insider said her appearance on the trail would have helped break down the perception of the Premier as being “staid and polite”.

“The fact is, Gladys is warm and engaging, but this sometimes does not come across to the public,” the insider said.

“Mary showed Gladys to be authentic.”

Gladys Berejiklian’s sisters Rita (second from left) and Mary (second from right) with extended family on election night. Picture: Sam Ruttyn

Mary really dressed up for the occasion on election night. Picture: Sam Ruttyn

Such was the Premier’s popularity towards the end of the campaign that some candidates used election material that stated a vote for the Liberals was a vote for them “and Gladys”, the insider said.

The sisters made a good team. Picture: Jonathan Ng

A triumphant Gladys Berejiklian with her sister Mary, mum Arsha and dad Krikorat. Picture: Brook Mitchell/Getty

In an age of reality TV and where more than half of the Australian population posts on social media, there is an expectation among voters that prospective leaders also let the public “in”, said former Liberal minister Michael Photios.

“It’s clear across western democracies today that in equal measure to the cynicism to which voters view politicians, there is the hunger to see a gentler side of political leaders, to feel a leader’s character and personality,” he said.

One of Mary’s Instagram posts of Gladys.

Mary’s Instagram post, which was later removed.

“Mary and Rita were unfolded sort of by accident after Mary’s passionate defence of her family — a close and loving family — and it was a natural progression in how they came to expose another side of Gladys.

At her victory party, Ms Berejiklian said Mary would now be “retired”.

Mary’s final Instagram post of the election — a photograph of herself with Rita and the Premier — captioned “How lucky am I. Blessed to have these two by my side (although one called me an idiot just as this shot was taken” — was later deleted.

But not before a follower articulated the thoughts of many voters and Liberals: “I have absolutely LOVED seeing you in the papers, the world needs more Mary’s! X.”

Originally published as How Gladys Berejiklian’s sister Mary helped her become Premier