Some are saying that Squad member Rep. Cori Bush lost in St. Louis because of money and Gaza — they said the same about Squad member Rep. Jamaal Bowman here. That’s how pundits, analysts, and keyboard consultants assessed the biggest primary win against a congressional incumbent in the past decade. I can’t speak for Missouri, but in New York, they couldn’t be more wrong. I should know — I’ve guided George Latimer’s campaigns for almost a decade and managed his winning primary against Bowman in June.
Based on media coverage, you would never know polling showed Latimer starting ahead by 10 points. If you followed social media or national press, you’d never know about his 35 years of public service, goodwill with the electorate, and track record of delivering for constituents.
Our message was, “Real Results, Not Rhetoric.” Staying disciplined to that and executing on campaign fundamentals — voter contact, grassroots organizing, and earned media — while not getting drawn off message by social media chatter were the keys to holding and building our margin of victory.
We also benefited from Latimer being a relentless retail campaigner. Campaign season or not, George meets voters — at senior centers, train stations, civic meetings, everywhere. You will not find a candidate more dedicated to retail — not to mention at age 70.
We knew local grassroots support mattered, so we secured endorsements normally off the table for a challenger, from every local Democratic committee which endorsed, winning multiple unions (while keeping others neutral), and a broad coalition of local elected officials.
Knowing that outside groups would spend heavily on both sides, we kept our paid communications generally positive. We focused on bread-and-butter wins on Democratic values: infrastructure, gun violence, and abortion rights. Bowman went for the predictable slash-and-burn negatives. But, because we led with a positive message on actual results Latimer had delivered, that inoculated him before the attacks. And when they did attack, voters knew better.
Our communications approach was layered: eighteen mail pieces across six different targeted universes, digital video, static digital, radio, and four television ads on core Democratic values. During the News12 debate, George compared Bowman’s approach to his own as “being vocal vs. being local.” Bowman’s message spoke to a national far-left fundraising network when ours stuck to the basics that Democratic primary voters here care about.
We refused to cede Latino or Black voters. Many campaigns — and consultants — err by ignoring their opponent’s base. However, we knew we could score a respectable percentage in these areas, effectively cutting off Bowman’s chance of winning.
In the 70% minority community of Mount Vernon, George’s hometown, Bowman won 86% of the vote in 2022. This year, that dropped to 65%. As county executive, Latimer delivered the restoration of Memorial Field, a recreational facility important to the community that Bowman dismissed as “just a field.” George didn’t flip 20% because of his position on Gaza — he did by delivering.
We devoted unprecedented resources to Latino outreach, including bilingual mail, canvassing, digital, radio, and video. These efforts succeeded, with George winning 63% in the heavily Latino area of Port Chester where Bowman previously won 52%.
On GOTV weekend, our campaign traveled the district for voter outreach events with union carpenters, public employees, electricians, Democratic committees, and a large Jewish Day of Action. The Bowman campaign held a rally outside the district with national figures which got more headlines than voter contact.
There are two major takeaways from the most expensive primary in congressional history. First, is what is often said but rarely practiced — social media is not real life.
Bowman fed into the misguided belief that likes on X/Twitter are validation that he was resonating with voters, making his campaign about Gaza and George’s pro-Israel supporters. Gaza is important, but with our democracy under attack and an economy that’s squeezing everybody, it’s not where voters were focused. And Bowman’s relentless attacks against AIPAC did more to galvanize voters against him than motivate voters for him.
Second, while our side spent more, both sides had enough money to be heard. But our campaign and message better reflected the whole Democratic Party, a big tent strategy. All of this led to us not only maintaining our original 10-point lead, but expanding it. Latimer won areas Bowman previously won twice — Greenburgh, New Rochelle, Pelham — and was competitive in Yonkers. In the final days, Bowman claimed he had the “many versus the money.” What he failed to realize was we had more of both.
Orsillo has returned to his position as senior vice president for Red Horse Strategies after serving as Democrat George Latimer’s campaign manager for his congressional primary.
