It is the intention of this paper to study the degree to which the concept of "party image" is applicable to election campaigning in New Zealand. Special emphasis is placed on the campaign conducted by the Labour Party in 1972. In essence the paper seeks to examine the image the Labour Party promoted in its election publicity, and to note how this was managed at national and local levels. The basic argument is that the various components of a partys image can be consciously and selectively promoted with the intention that this will facilitate electoral success. The initial section of the paper elaborates the notions of party image, noting the development of, and the assumptions underlying the concept. This is followed by an analysis of the components that went to make up the Labour image in the 1972 campaign. Having discussed the elements that were stressed in party publicity the perceptions of those involved in formulating the campaign are noted and the application of their ideas to election strategy is outlined. The remaining section of the paper outlines the extent to which the image established at the national level was carried through at the local electorate level. Mention is made of the restraints of the political environment on the local campaigner and the techniques utilized in promoting the party and candidate in the electorate campaign.