Sign up for our daily briefing

Make your busy days simpler with Axios AM/PM. Catch up on what's new and why it matters in just 5 minutes.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Catch up on the day's biggest business stories

Subscribe to Axios Closer for insights into the day’s business news and trends and why they matter

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Stay on top of the latest market trends

Subscribe to Axios Markets for the latest market trends and economic insights. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Sports news worthy of your time

Binge on the stats and stories that drive the sports world with Axios Sports. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Tech news worthy of your time

Get our smart take on technology from the Valley and D.C. with Axios Login. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Get the inside stories

Get an insider's guide to the new White House with Axios Sneak Peek. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Denver news?

Get a daily digest of the most important stories affecting your hometown with Axios Denver

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Des Moines news?

Get a daily digest of the most important stories affecting your hometown with Axios Des Moines

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Twin Cities news?

Get a daily digest of the most important stories affecting your hometown with Axios Twin Cities

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Tampa Bay news?

Get a daily digest of the most important stories affecting your hometown with Axios Tampa Bay

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Charlotte news?

Get a daily digest of the most important stories affecting your hometown with Axios Charlotte

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Photo: Timothy A. Clary/AFP via Getty Images

To beat President Trump, Mike Bloomberg wants to be candidate Trump.

The state of play: Axios visited Bloomberg's new campaign HQ in Times Square yesterday, and we were struck by how much his 1,000+-person team is learning from — while trying to surpass — the Trump campaigns of 2016 and 2020.

The big picture: Bloomberg is no Trump, but is trying to beat the president at his own game.

  • Social creature: Trump's re-election campaign has deployed Facebook in a bigger way than any campaign in history, outspending all the Democrats combined. Bloomberg's team openly admires the digital prowess of Trump campaign manager Brad Parscale and has built a "content factory" of constantly updating and iterating videos and messages that are narrowly targeted at — and constantly fed to — promising prospects.
  • Ubiquity: Trump forced himself into our lives with Twitter taunts and endless TV appearances. Bloomberg is buying his way into the minute-by-minute of our lives with TV ads. Bloomberg's team believes one of the key lessons of Trump campaign is that if voters see you on TV all the time, they'll take you seriously. At Bloomberg HQ, his TV ads play on a constant loop. It takes a while to realize it's not cable news, where his ads seem nearly as persistent.
  • Success sells: Like Trump, Bloomberg promises ad nauseam to replicate his professional success in governance. Many of Bloomberg's ads follow the rough arc of: 1) Hit Trump ... 2) Why the problem matters ... 3) What Mike did as New York mayor ... 4) What Mike would do as president. It's a key part of Bloomberg's effort to signal, both overtly and subliminally, that he's running against Trump — not the other Dems.
  • Slogan power: Bloomberg's massive data operation found that Bloomberg's record as mayor was one of his big selling points. And Bloomberg's inner circle thought "Make America Great Again" was an effective slogan. Voilà, the Bloomberg slogan: "Mike Will Get It Done." The twist: "It" can mean beating Trump, enacting gun control as president, or whatever the voter imagines.
  • It's all about brand, baby: Bloomberg, like Trump, has set up his campaign so his personal brand shines, win or lose. The former mayor is making plain he will spend up to $2 billion to win himself — or, if he loses, allocate some of that to the Democratic nominee and Bloomberg's pet causes. As a down payment, he's showering money on state and local parties to help them, up and down their tickets, regardless of who wins the primary.

The bottom line: Bloomberg wants to replicate and build off what Trump's campaign did best, without mimicking his style.

Go deeper ... Bloomberg: "I’m spending all my money to get rid of Trump"

Not a valid email format.
Not a valid email format.
Server error. Please try a different email.
Not a valid email format.
Not a valid email format.
Server error. Please try a different email.
Not a valid email format.
Not a valid email format.
Server error. Please try a different email.
Not a valid email format.
Not a valid email format.
Server error. Please try a different email.
Not a valid email format.
Not a valid email format.
Server error. Please try a different email.

Go deeper

Prosecutor to seek hate crime charges, death penalty in Atlanta shootings

In Hopkinton, Mass., the Rally & Run To Stop Asian Hate is held to show solidarity in the wake of deadly Atlanta shootings and to mourn the loss of eight lives including six Asian women. Photo: Jonathan Wiggs/The Boston Globe via Getty Images

Prosecutors unveiled murder charges against the white man accused of shooting and killing eight people, six of whom were Asian women, at Atlanta-area spas,.AP reports.

Driving the news: A prosecutor filed notice that she plans to seek hate crime charges and the death penalty in the case.

2 hours ago - Health

Study: Over 99% of hospitalized COVID-19 patients were not vaccinated

Photo: Joe Raedle/Getty Images

The Cleveland Clinic on Tuesday released a study showing that 99.75% of patients hospitalized with COVID-19 between Jan. 1 and April 13 were not fully vaccinated, according to data provided to Axios.

Why it matters: Real-world evidence continues to show coronavirus vaccines are effective at keeping people from dying and out of hospitals. The Pfizer-BioNTech and Moderna vaccines have been found to be 95% and 94% effective, respectively, at preventing symptomatic infections.

4 hours ago - Health

Biden reaches agreements with Uber and Lyft to give free rides to vaccine sites

The Biden administration has reached agreements with ride-sharing companies Uber and Lyft to offer free rides to coronavirus vaccination sites through July 4, the White House announced Tuesday.

Why it matters: The free rides, starting in the next two weeks, are part of the Biden administration's push to administer at least one vaccine dose to 70% of U.S. adults by Independence Day.