Newfoundland and Labrador Premier Danny Williams took his Anything But Conservative campaign Thursday into the heart of the province's only riding with an incumbent Conservative MP.

Williams, speaking to a regional chamber of commerce in Holyrood, appealed to voters in Avalon riding to reject the Conservatives and the area's MP, Fabian Manning in the Oct. 14 federal election.

A Progressive Conservative, Williams told the audience that he does not trust Conservative Leader Stephen Harper.

"The man betrayed his promise," Williams said. "He betrayed me, and he betrayed the people of Newfoundland and Labrador."

Williams fell out with Harper in 2006, when Williams learned the federal Conservatives were walking away from written election promises to exclude natural resources revenues — including Newfoundland and Labrador's burgeoning offshore oil industry — from the equalization formula.

''More important than the ideas people espouse is the character of the people espousing them. All too often a broken promise portrays a broken character," Williams said.

The Holyrood area historically votes Tory, both provincially and federally, making Williams's choice of venue strategic.

There was barely any mention, however, of Manning — who was elected to Parliament in 2006 — during the speech. Provincial government insiders told CBC News that was also a strategic move, as they feel the best chance of the ABC campaign is to maintain the focus on Harper.

There has been little love lost over the last three years between Manning and Williams, however. In May 2005, Manning was thrown out of the provincial Progressive Conservative caucus, after he spoke out about a government fisheries policy.

The Conservative Party of Canada held three seats in Newfoundland and Labrador when the election was called. Veteran MPs Loyola Hearn and Norm Doyle are retiring.

Williams has not endorsed any specific candidates, although some members of his caucus have decided to work on particular campaigns.