It was their local election launch in Birmingham where the party announced they can field candidates in every possible seat in the elections in May.
Up from the meagre 12% of available seats they managed last time. And that includes mayoral candidates with a new addition on Friday night, Aaron Banks for the West of England seat.
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A familiar face for UKIPpers and a major help behind the scenes for Reform UK, drumming up thousands of pounds worth of donations for the party.
In one of the biggest arenas in Birmingham, the production value was high.
Nigel Farage arrived on stage in a JCB accompanied by a live band and greeted with a standing ovation.
Thousands cheered from the stands at the 15,000 capacity venue, though a lot of empty seats were noticeable.
Speaking to loyal supporters who had waited hours for their party leader to speak, many raised their concerns with how the expulsion of one of Reform’s former MPs was handled.
Recent division in the party started when Rupert Lowe was reported to the police by Reform UK over alleged threats of physical violence towards the party chairman, Zia Yusuf, something Lowe called untrue and false.
The party also commissioned an independent report which found “credible evidence” of separate allegations of bullying, which Lowe also disputes.
Among the chants of support for the party during the rally, there were also shouts of “Rupert” in the crowd – quickly quietened by security.
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Poll popularity rivals government
While the energy was more subdued than previous events, their popularity in the polls still rivals the government.
In retaliation we saw a dozen or so Labour-backed billboards around the venue attacking the party.
The city’s Birmingham Mail newspaper front cover was also co-opted by Labour warning against Farage, and Wes Streeting namechecked the party on Friday, accusing them of wanting to privatise the NHS.
With not just the locals but a by-election in just one month’s time, it’s clear who Labour see as the direct threat this time around.
Reform doesn’t need to announce any policy at these rallies. But it hinted at a government efficiency strategy, borrowing language from across the pond, Farage stating he will create a version of Elon Musk‘s DOGE – department of government efficiency.
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It’s not an unsympathetic crowd, there were a few red hats and a blue version stating “make Britain great again”.
Their most effective messaging though is that they’re simply not one of the main two parties and that seems to be cutting through above and beyond anything else.
