Strom called a snap election for August 1971. For the campaign, Lougheed crafted a simple slogan, "NOW!", symbolizing his goal of increasing Alberta's clout in Canada. His platform combined fiscally conservative economic policies with a modern, urban outlook. Lougheed's urbane image also struck a responsive chord with the electorate, making a marked contrast with the dour Strom. Over the last three years, Lougheed had consistently gotten the better of Strom, helping establish his Tories as the main alternative to the Socreds.