Malone campaigned on his experience and seniority in the Senate, using the slogan "He Knows Nevada Best." He received support from Eisenhower cabinet secretaries Fred Seaton and Ezra Taft Benson. Benson, one of the Twelve Apostles of the Church of Jesus Christ of Latter-Day Saints, was especially influential among Nevada's large Mormon population. His endorsement was seen as particularly important in light of Cannon's Mormon faith. Late in the campaign, Malone published full-page ads touting his effort to save Nevada from a federal gambling tax.