Yeah, I think in 2010 the three front-runners were each from a different part of the Ward and probably focused their efforts on the area they were from, which led to the geographic split that happened.
I believe Carra is focusing more on the parts of the Ward where he didn't do as well last time around. I live in Renfrew and haven't received anything from him yet, although, a few of the neighbours have Carra signs on their lawns. I haven't seen or heard anything from the other two candidates yet. Of course, the campaign doesn't actually officially start for another two weeks.
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