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Another focus group of swing voters was analysed by Luntz in the lead-up to the November 2007 poll between the ruling Coalition and the opposition Labor party. Luntz noted that, like the Irish scenario, the Coalition was well established, presiding over the country for 11 years and overseeing continued economic growth for much of that period; and that unlike the lead-up to the Irish elections, Australia had a stronger and more popular opposition leader in Kevin Rudd: “This is much closer to the Irish election where the leader just barely scraped in, Bertie Ahern, because the economy was so good. But the big difference there was the opposition leader was not as good as Kevin Rudd.” Luntz was brought in to conduct his research in a collaborative effort by Sky News Australia and The Australian newspaper.
In December 2008 to January 2009, Luntz wrote a report titled “The Israel Project’s 2009 Global Language Dictionary” that has been used by the Israeli government to defend Israeli policy in the Israeli–Palestinian conflict. The report, commissioned by The Israel Project, advised media spokespeople to use specific language that Luntz believed would create a more favorable impression of Israel in the United States and the rest of the international community. For example, when discussing the contours of a two-state solution, the report advised describing Palestinian negotiating points as “demands” because Americans dislike people who make “demands.” The report was marked “not for distribution or publication”, but it was leaked to Newsweek shortly after it was written. According to the Guardian, Luntz also wrote that “Israeli spokesmen or political leaders must never, ever justify ‘the deliberate slaughter of innocent women and children’ and they must aggressively challenge those who accuse Israel of such a crime.” Luntz cited as an example of an “effective Israeli sound bite” one which read, “I particularly want to reach out to Palestinian mothers who have lost their children. No parent should have to bury their child.” Patrick Cockburn criticized the report as essentially admitting “the Israeli government does not really want a two-state solution, but this should be masked because 78 per cent of Americans do.″