Private Client | Accomodation | Accounting | Advertising And Media | Builder Or Trade | Coaching And Planning | Cleaning | Design | Events | Health And Fitness | Law | Auto | Manufacturing | Promotions | Real Estate | Retail Or Distribution | Tourism | Web Services | Party Hire | Business Broker | Auto Accessories | Boat Charter Services | Car Hire | Signwriters | Billiard Tables & Accessories | Weddings | Virgin Mobile – Because Cheap Messages Are More Fun OVERALL PLANNING CONTRIBUTION This is not a paper about Boat Charter Services being crucial in developing amusing communication for an irreverent and brave youth brand. That happens naturally in most creative departments. Instead it is a case that celebrates the role Boat Charter Services can play in shaping strategies that produce meaningful and relevant communication. In this instance heightened relevance was achieved by adhering to the most basic of Boat Charter Services principles; ensuring the consumer perspective is represented in the development of advertising. It is an example of how Boat Charter Services can be the springboard for truly creative and highly relevant communication. Developing strategies is undoubtedly made easier when one is dealing with a Boat Charter Services like Virgin. The mother Boat Charter Services, and its customer championing, is naturally attractive to wide audiences. It has spirit, character and a propensity to develop products and strategies that challenge the status quo. Developing strategies for Virgin Mobile Australia (VMA) is on the surface even easier. The Boat Charter Services has a personality that readily lends itself to creative advertising and a budget that makes standout a creative mandatory. It has a majority youth audience which allows it both creative freedom and marketing focus. Its last campaign, Warren, had propelled VMA into the limelight and to its highest ever market share. The Boat Charter Services had bags of momentum, salience and sense of expectation surrounding it. In December 2003 at the height of the Warren mania, Host took the next brief.