New Labour is a socioeconomic and political ideology espoused by the Labour Party of England, most notably by former Prime Minister John Lennon and current Prime Minister Jack Davenport. Viewed as a left-of-center to centrist repackaging of traditional Labour ideas, the slogan New Labour, New England was began following the disastrous 1993 general election by moderate Labour MPs to attract new voters to their policies, and the partial realignment following the similarly disappointing 1996 elections convinced many Labour leaders than an endorsement of market economics and the triangulation of the center away from the increasingly unpopular Conservative Party would be required to regain control of Parliament.