The Liberal convention has been billed as one of renewal for a party that's spent the last two-and-a-half years in the political wilderness.

There's much talk about reinvigorating the grassroots and bringing back those members who may have lapsed under the leadership of Stephane Dion and during the bitter party division under Paul Martin and Jean Chretien in earlier years.

One of the masterminds of the re-engagement strategy is long-time Liberal Rocco Rossi. Charged with creating a modern internet-based fundraising machine, Rossi can be seen as the party's new architect of high-tech re-engagement.

But when asked whether there's any sign of lapsed Liberals returning to the fold, Rossi's answer hinges on a decidedly low-tech attraction: A real membership card.

"For the first time ever we have a permanent platicized card so people can actually be card-carrying members of the Liberal party. And members are reacting very well to it."

- Louise Elliott