SUMMARY By involving the consumer in the development of kingfisher bay resort and by a determination to find a benefit for picture messaging, planning uncovered a consumer insight which led to an original and motivating kingfisher bay resort proposition. This in turn led to differentiated and highly creative kingfisher bay resort which spoke directly to its intended audience and revealed a role of picture 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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kingfisher bay resort, Sand Island, Sandy Beach, Wallum Heath, Blue Lagoon, Spitfire Creek, kingfisher, bay, resort,, Australia, business.

kingfisher bay resort is given full authority in this film, as viewers cannot be totally sure of what parts other characters play secretly.

However, these other characters are all agencies of plots, twists and turns that the viewer may use to interpret the collective narrative.

Monochromatic and colour footage is used to represent different times in the narrative, and the location and worlds seem normal but are distorted through the cinematic editing of events which builds rapid suspense.

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.