This time, Remain would focus on the economy, underline the risks of leaving, and try to win the argument early. They wanted to pin the Leave side to fighting on immigration, where they thought it would come off as negative, xenophobic, and divisive.
What we wanted to do early on was own the economy, own business, and own the fact that youll be better off [by voting to stay], a senior campaign source said. We wanted to own that very early. And I think that was successful, because that sort of pegged them back to another kind of campaign, which is essentially the [UKIP leader Nigel] Farage campaign. Which is very, very focused on immigration, very, very focused on isolating Britain from the world. Now, that is a powerful argument and has its impact, but its not what I think the people who were originally running Vote Leave wanted.