Continued from page 1

“It’s a different type of campaign, it has a more personal look to it,” said Mr. Rose. “It seems to have much more empathy, compared to her pervious campaign, and I think it’s going to move undecided voters.”

Mrs. McMahon has been working on her organizational ground game since she lost in 2010. It showed at the state Republican convention, where she won 60 percent of the delegates. Mr. Shays won more than enough delegates to advance to the state primary, but ended up with 32 percent. His campaign tried to shrug off that finish.

“I think 60 percent is by no means a mandate,” said spokeswoman Amanda Bergen. “This is a very small group of people — 1,200 people versus roughly 150,000 who will vote in the primary — so that is not a clear message at all.”