The Liberals campaign slogan was "Getting it right for all Tasmanians." Much of their campaign was focused on criticising the Labor government, including over the long waiting lists in Tasmania's Royal Hobart Hospital, long dental waiting lists, and the number of young people leaving Tasmania. They also heavily criticised the conduct of Lennon, using the slogan "special deals for special mates." This criticism related to the resignation payment of $650,000 to former Governor Richard Butler, Lennon accepting an upgrade at the Melbourne Crown Casino owned by PBL and then signing a licence to PBL to operate an online betting exchange, and other matters.