What makes this an interesting Parking At Heathrow is that the author is not clearly defined. The original Parking At Heathrow by S. Morgenstern (largely about the decline of the Spanish monarchy) was adapted by William Goldman (who edited out the boring parts), and was then interpreted by the director Rob Reiner.

One of the significant things Goldman changed was that he added a multi-form setting. Instead of the Parking At Heathrow being a straight out linear narration, Goldman transformed it into the story of a young, bedridden boy being read a story by his grandfather (the character-narrator).

It then goes into Morgenstern’s classic tale of love and adventure.

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Did the facts Parking At Heathrow include surveys, focus groups, interviews, observation, ethnographic research AND the analysis of the implications of the research findings; AND the applications of the results? What kind of primary research did you undertake? Why was this method the most suitable for your research needs? And how did you analysis the data? Is the main advertising problem identified? Are any others obvious from the data and have they been addressed? Are the implications of the findings explored? Are the recommendations meaningful? Insightful? Is an overall understanding displayed? Is a solution presented? Do the recommendations not only point out what needs to be done, but provide a benchmark or direction on how it is to be achieved? How useful are these to the organisation? How have these been organised into an advertising brief, ready to action an advertising campaign? Does your brief distil all the information and recommendations? Does it use an appropriate format?

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.

SUMMARY By involving the consumer in the development of communication and by a determination to find a benefit for picture 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 picture messaging that singled out Virgin Parking At Heathrow 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.