HAPPY VALLEY-GOOSE BAY, N.L. -- New Liberal Leader Justin Trudeau swept into Labrador urging voters here to use the coming byelection to reject what he called the Conservative brand of divisive politics.

About 100 people cheered and waved signs for Liberal candidate Yvonne Jones as supporters snapped photos on Wednesday evening in Happy Valley-Goose Bay.

Former cabinet minister and Conservative incumbent Peter Penashue resigned over illegal campaign donations in the 2011 election.

He says he has taken responsibility and is running again to regain the trust of voters.

Trudeau says attack ads since he became Liberal leader earlier this month show that the Conservative party fears voters who may choose hope over cynical politics.

NDP candidate Harry Borlase is also running in the May 13th.

Penashue won the traditionally Liberal riding by just 79 votes over Liberal Todd Russell.

Russell decided not to run again.