NPP’s “Thank You Tour” after 2024 defeat is strategic brand repair, says political marketing expert
More than just expressing gratitude, Manyo argued that the tour is rooted in the findings of the recently released Professor Mike Oquaye committee report, which examined the party’s electoral defeat
The governing New Patriotic Party (NPP), still reeling from its 2024 election defeat, has come under scrutiny for embarking on a nationwide Thank You Tour.
But a political marketing expert and lecturer at the University of Media, Arts and Communication (UniMAC), Joyce Manyo, says the move is not only appropriate but vital for the party’s political healing and brand rehabilitation.
Speaking on the Asaase Breakfast Show on Tuesday (29 April), Manyo explained that despite the loss, the NPP still secured a considerable number of votes—enough to warrant appreciation.
“Their party supporters voted for them. And it’s possible other people that even are not core party members voted for them,” she said. “So it is never out of place for them to say we did a thank you tour. We still want to show appreciation though we were defeated.”
More than just expressing gratitude, Manyo argued that the tour is rooted in the findings of the recently released Professor Mike Oquaye committee report, which examined the party’s electoral defeat.
“This Thank You Tour… is coming from the revelations or the findings from the report,” she said.
“It’s an opportunity for them to spell out clearly what they realised they did wrong. It is part of rebuilding their brand.”
A distressed brand
Describing the NPP as a “distressed brand”, Manyo emphasised the need for the party to tread carefully as it rebuilds its image and prepares for the 2028 elections.
“They need to put their work together because elections will be held in 2028. So going around talking to their people and reflecting on the findings of the committee’s report… is a very positive step forward,” she noted.
However, she warned that poor communication could derail the effort. “The approach, what is being said, who is saying what—it is what I would caution. If you are not careful, it will degenerate into something else.”
Internal strategy, public consequences
Manyo highlighted the paradox facing the NPP: while the tour is an internal strategy meant to fix the party from within, it is being played out in full view of the public.
“What they are doing actually is internal marketing, but it’s in the public domain. So whether a member of NPP or not, we are privy to what is happening, and it has effects on us as political consumers,” she explained.
This exposure means party members must be measured in their language and conduct. “Mentioning names, fighting and screaming—it’s not necessary. You might be hurt, but you’ve lost. What you need to do is plan ahead, forgive each other, and re-strategise,” she advised.
Room for expression, not punishment
Reacting to reports that some NPP members have been hauled before the party’s disciplinary committee for speaking out, Manyo urged caution.
“They should have a room to invite these people or welcome them to talk. Sometimes it’s because leadership is not giving them space, or nobody is listening. So they just want to speak,” she said.
She advised party leadership to create safe spaces for internal dialogue and grievances. “You cannot oppress them, honestly. Every member is important because they will help you mobilise for subsequent elections.”
Building bridges—but with substance
While party leaders have said the tour is also meant to build bridges and restore unity, Manyo cautioned that unity efforts must be accompanied by real reforms. “If you do not deal with the root cause of the problem, you will not have a lasting solution,” she stressed.
She added that forgiving one another is key—but so is accountability. “They must listen to members’ suggestions and come back to reflect on those recommendations. If you are only going to say “forgive us and let’s come together” without addressing real issues, you are not doing anything meaningful.”
Next steps after the tour
Manyo concluded by urging the NPP to use the tour as a data-gathering exercise that can inform future strategy. “After the Thank You Tour, they should come back with the data they’ve gathered from the grassroots and reflect again,” she said.
“The report provided something crucial, but now they’re on the ground. They need to plan clearly—what to do, when to do it, who to send, and what to say. Without that, they risk further confusion and disappointment.”
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