<![CDATA[Differences in the structure of competition in the election of regional heads are important to study because they determine how candidate pairs design messages, choose communication channels, mobilize voters, and build political legitimacy. This study aims to find and compare the campaign models of candidate pairs in the 2024 Regional Elections in Asahan Regency and Tanjung Balai City, as well as identify opportunities and communication barriers. The research uses a phenomenological qualitative approach with a comparative study type. A total of 12 informants were selected through purposive sampling. Data were collected through in-depth interviews, participatory observations, and documentation, then analyzed using the Miles, Huberman, and Saldaña models through collection, condensation, data presentation, and conclusion drawn. The validity of the data is strengthened through triangulation of sources and theories. The results of the study show that Asahan Regency implements a legitimacy-participatory campaign model that emphasizes motivational communication, consultative dialogue, village network mobilization, and increased voter participation. The city of Tanjung Balai implements a competitive-adaptive framing-disruption model through candidate differentiation, management of local issues, digital communication, relational networks, and viral momentum. These findings confirm that the structure of the competition determines the objectives, messages, channels, organization, and measure of campaign success. Further research is recommended to test both models through quantitative approaches or mixed methods.]]>
