Senior Conservative advisers are ready to launch a communications drive aimed at seducing floating voters in time for next year’s general election.

Nicknamed the Bright Blue project, the charm offensive is targeted at voters who have not traditionally supported the party. The project is the brainchild of Jonty Olliff-Cooper, a modernising influence in the party’s central office, and will be centred around a new website and a series of speaker events in October.

“It's definitely not for the traditional rank and file,” said Olliff-Cooper. “We're primarily aiming at people who are not sure for which party they would vote.”

Bright Blue is is thought to be a counterpoint to the party’s influential ConservativeHome blog – a portal that is deemed too right-wing to attract more progressive elements of the electorate.