SUMMARY By involving the consumer in the development of communication and by a determination to find a benefit for bareboat whitsundays messaging, planning uncovered a consumer insight which led to an original and motivating communication proposition. This in turn led to differentiated and highly creative communication which spoke directly to its intended audience and revealed a role of bareboat whitsundays messaging that singled out Virgin Mobile as the one brand that really understood its audience and how they messaged one another. Its relevance to the planning debate is that pushing to find consumer benefits, even when a brand has a personality that is enough to distinguish it, will produce more relevant, motivating and better creative work.

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Business Type: Sole Trader

Sole trader, as the name suggests, is where an individual is the sole owner of a business. The business is often quite small in terms of size (as measured, for example, by sales generated, or number of staff employed) however the number of these businesses is very large indeed. Examples of these businesses can be found in most industrial sectors but particularly in most service sectors. Hence services such as electrical repair, picture framing, photography, diving instruction, retail shops, and hotels have a large proportion of sole trade business.

This storyline is linear and logical, however the setting is multi-form, being made up of a reality within a reality.

The character-line of the movie centres on the events around Truman Burbank, and thus gives a large amount of authority to demonstrate his point-of-bareboat whitsundays.

Truman (who is searching for truth), Cristof (who is protecting Truman) and Sylvia (who wants Truman freed) are three agencies that represent different ideals in the film. The audience is positioned to question (if nothing else) the control institutions have within Truman’s reality.

Thus, the implied author’s message is to feel sorry for Truman’s caged reality, but in turn to question institutionalised reality in our own lives.