Donald Trump’s 2020 presidential campaign was marked by a continuation of his unconventional and aggressive political style, similar to his first campaign but adapted to the unique challenges of an incumbent. Trump officially announced his re-election bid on June 18, 2019, in Orlando, Florida, with the slogan “Keep America Great.”
Key figures in Trump’s campaign included a mix of seasoned political operatives and loyal advisors. Bill Stepien took over as campaign manager in July 2020, replacing Brad Parscale, who had been instrumental in Trump’s digital strategy but faced internal criticisms and challenges.
Senior advisors included Jared Kushner, Trump’s son-in-law and a key figure in his administration; Kellyanne Conway, who had previously managed Trump’s 2016 campaign; and Jason Miller, who served as a senior communications advisor.
The campaign was heavily impacted by the COVID-19 pandemic, which reshaped traditional campaigning methods. Despite health concerns, Trump continued to hold large in-person rallies, which became a point of contention.
The campaign also focused heavily on digital outreach, leveraging social media and micro-targeted advertising to reach voters directly. This digital strategy was spearheaded by Tim Murtaugh, the campaign’s communications director, and Cole Blocker, the national finance director.
Trump’s campaign emphasized several key issues: a strong economy pre-COVID-19, law and order in response to nationwide protests following the killing of George Floyd, and aggressive immigration policies. His approach to the pandemic, which included downplaying its severity and promoting rapid reopening, drew significant criticism and became a central issue in the campaign.
Despite these efforts, Trump lost the election to Joe Biden, who secured 306 electoral votes to Trump’s 232. Critical to Biden’s victory were the same battleground states that had swung to Trump in 2016—Pennsylvania, Michigan, and Wisconsin—all of which returned to the Democratic column.
Post-election, Trump and his allies made numerous unfounded claims of voter fraud and pursued several legal challenges, none of which succeeded. These efforts culminated in the January 6, 2021, attack on the U.S. Capitol, leading to Trump’s second impeachment.
Trump’s 2020 campaign highlighted the deeply polarized nature of American politics, with strong support from his base but significant opposition from others.