He rose to greater prominence in the 1988 election where he handled communications and polling for the PC Party. Long an advocate for negative campaigning, he directed the famed "bridge bombing" attack on Liberal leader John Turner that was designed to break the bridge linking anti-free trade voters to Turner. The offensive was a success, Turner's popularity dropped, and the Tories were re-elected. He also played an important role in the 1992 Canadian referendum where he crafted the message that the doom of Canada would be the certain result of a "No" vote.