Fedeli told supporters at a downtown Toronto office tower where he launched his campaign that he is tired of apologizing for the PC party and the election campaigns it runs.
But he stopped short of calling his party's election campaign promise to cut 100,000 public sector jobs a mistake, saying only that the Tories have got to stop giving people reasons to vote against them.
Fedeli says he wants to reach out to many groups to find new Conservative candidates, including unions, a line that drew scant applause from his Bay Street audience.
He is the third official candidate to replace Tim Hudak as P-C leader, joining caucus colleagues Monte McNaughton and Christine Elliott in the race.
Nepean-Carleton MPP Lisa MacLeod is openly preparing a leadership bid of her own, while federal Conservative MP Patrick Brown is scheduled to join the Ontario race Sunday at an event in his Barrie riding.
Candidates have until the end of January to file their nomination papers, and Conservative party members will elect their new leader early next May.
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