PM has made Lib a happy man

BRIAN Loughnane must be the happiest man in Australia.

By announcing an election for September 14, Julia Gillard has ceded one of her biggest advantages to the Liberal Party's federal campaign director.

Announcing an election date is a prime ministerial privilege prized by seasoned campaign operatives.

Giving it up eight months in advance is unthinkable.

Planning a campaign without knowing the election date is hell for a campaign director.

You cannot book advertising or polling, schedule flights and organise accommodation, or set up local campaign teams with clear timetabled plans.

Loughnane now has a date he can work towards.

There is no guesswork or doubling-up on preparations to cover all possible scenarios.

In addition, everything the government now does will be seen through the prism of an election campaign. Governing will now be seen as campaigning.

It also means that candidates know when they need to be off work and can plan their lives around their local campaigns.

It means that television and radio advertising can be scheduled and booked.

It means that polling and focus groups can be organised in key seats.

One of the more difficult tasks is organising flights, cars and accommodation for politicians. This can now be locked in well in advance of the final five-week push, with the capacity to make changes as need be.

Local organisers can put a

team together and make sure people are on the ground and ready.

Signs can be printed, local newspaper ads booked and letterboxing and door-knocking arranged. Loughnane's task just got a lot easier.

An election date in September or October was expected, but there were several dates to choose from. This gave the Prime Minister the element of surprise.

Announcing a date closer to election day also provides a chance to set a direction for the campaign against the backdrop of the surprise announcement.

For a prime minister who needs all the luck they can get, this has many political professionals utterly baffled.