@marnanel In 1997 a combination of factors collided to result in the Blair nuLabour victory.
Then as now, the Tories were doing incredibly badly. The John Major government was weak, and lurched from scandal to scandal. Their election campaign was lacklustre and the Tony Blair "demon eyes" posters with the motto "new labour new danger" which they deployed were ridiculed (although years later turned out to be prophetic).
Blair did obtain the blessing of Murdoch. That was a significant factor, but not the only one.
At least as important as getting the tabloids "on-message" was that during the beginning of his leadership Blair had moved the Labour party significantly rightwards. He re-branded as "New Labour", and pledged that if elected that for the first two years of office his economic policy would be identical to that proposed in the Conservative manifesto. "Old Labour" (meaning socialists) were out and this was the newer, cooler, britpopier, version.