Four weeks on the hustings and Western Australia's alternative premier Mark McGowan has kept himself firmly in the media spotlight, but not always for the right reasons.
The opposition leader started the week in fine form, giving a focused performance at the only leaders debate of the state election on Tuesday.
But things started to unravel on Thursday when he spruiked an alternative - as conceived by citizens' action group City Gatekeepers - to the Liberals' Elizabeth Quay waterfront project in Perth.
At first Mr McGowan appeared to be backing the plan, but by late afternoon, he distanced himself from it, saying it was merely "good".
Predictably, Premier Colin Barnett said it was a boring idea.
While the well-underway Elizabeth Quay project seems unstoppable, it isn't popular among quite a few Perth residents who agree with Mr McGowan that it will cause long-term traffic chaos through the truncating of an adjacent main road, Riverside Drive.
But even those detractors appear resigned to the idea of it going ahead.
Still, Mr McGowan has been applauded by commentators for getting on the front foot by starting his campaign early and focusing on infrastructure projects that either capture the imagination from a utilitarian point of view - tackling traffic congestion - or recreationally with the new AFL stadium.
Both sides have taken turns accusing each other of "flip-flopping" given Mr Barnett's different thoughts on where the stadium should be, while the Liberals accuse Mr McGowan of being indecisive on the carbon tax - and of course the contentious waterfront plan.
Another predictable accusation that keeps popping up, but is easier to substantiate, is the rehashing of the other side's announcements, claiming a good idea as one of its own.
On February 9, Mr McGowan promised to start trialling electronic monitoring of domestic violence offenders who breached restraining orders - prompting the Liberal-led government to point out it had already approved the drafting of legislation to enable courts to order such GPS tracking.
But the plan was mooted by Mr McGowan in March last year.
On Friday, he dressed up as fresh plans to create national parks in the environmentally remarkable Kimberley, following last month's state government commitment to new marine and national parks in the region, including at Horizontal Falls.
The Labor plan also centres on Horizontal Falls and would take the bold step of asking mineral explorers not to re-apply for leases they hold on the Mitchell Plateau when they expire.
Mr McGowan said if he won the March 9 poll, he would begin talks with the companies, including Rio Tinto and Alcoa.
But Mr Barnett shot back.
"Those negotiations are going on and they've been going on for two years," he said.