Another new look for Tories

The Tory Party is to use "new language" and "fresh voices" in a bid to reconnect with urban voters crucial to winning the next general election.

A policy and communications offensive starting next month will use the annual party conference to transform the image of the Conservatives, presenting them as more in touch with the public's everyday concerns.

Party chairman Liam Fox previewed the new approach in a speech in Hong Kong, where the party is recruiting overseas supporters.

"Conservatives must make our arguments with vigour if we are to prevent Labour reversing all the gains made by Conservative economic reforms. We must make them with conviction and in language the voters understand," he said.

Dr Fox's remarks came as a fellow shadow cabinet minister said the party needs to "raise its game" if it is to mount a credible bid to unseat Tony Blair at the next general election.

Tim Yeo, the shadow environment secretary, said the party had made great strides under Michael Howard, but had reached a "plateau".

He was speaking as a poll showed Mr Howard's satisfaction ratings dipping to their lowest point since he became leader last November. The survey for the Independent on Sunday found 42 per cent of those questioned were "dissatisfied" with the Tory leader, against 26 per cent who were "satisfied".