Scott Brown, the former Massachusetts senator who has his eye on a political comeback, sent an e-mail message to supporters on Monday: It was an announcement of an announcement.
"After spending the last month visiting with the people of New Hampshire in their living rooms and at their workplaces hearing their concerns, I'm ready to make a big decision and I wanted you to be the first to know," Brown said in the message. "I will officially kick off my campaign for the United States Senate this Thursday, April 10."
Brown has been anything but subtle about his ambitions since his official move to the state triggered speculation last December.
Last month, Brown launched an exploratory committee to run for the seat currently occupied by Sen. Jeanne Shaheen, D-N.H.
Prior to the announcement, Sen. Majority Leader Harry Reid, D-Nev., criticized Brown for switching states, channeling language that all but dismisses Brown as a "carpetbagger."
Brown previously served as a U.S. senator for Massachusetts after a special election win in 2010, but he was subsequently defeated by Elizabeth Warren in the 2012 election.
A press release from Shaheen's campaign manager, Mike Vlacich, also emphasized the state switch last week.
"In 2012, Scott Brown said Massachusetts voters deserved better than outside third-party attack ads. Well, the people of New Hampshire deserve better too," Vlacich said. "We hope, now that he is officially a candidate, Scott Brown will commit to the same standard he set in his last race on the other side of the border and tell the special interests to stay out."
It's an image Brown appears to be trying to shed. The location of his announcement event on Thursday, Portsmouth, N.H., was no accident.
"Portsmouth played a special role in my childhood," Brown wrote in Monday's e-mail message. "I remember our house on Islington Street, strolling through Strawbery Banke with my grandfather, and catching a show at Prescott Park."
Brown's Twitter feed also depicted him posing all over the state in his "Main Streets and Living Rooms" tour - even practicing the guitar in his gym clothes.
- Scott P. Brown (@SenScottBrown) April 5, 2014
Starting Sat w/ a trip to the gym and a few chords on the guitar. What's everyone else doing on this gray day in NH? pic.twitter.com/hF3w15SeA7
— Scott P. Brown (@SenScottBrown) April 5, 2014
Before Brown will have a shot at Shaheen, he will have to take on several other challengers in the Republican primary set for this September.