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Live communications agencyDeeper Blue (DB) has beenawarded a two-year contract by carmanufacturer Vauxhall Motors.The deal covers all live events forboth Vauxhall and Chevrolet brandsin the UK."We want to create a closerpartnership with our agencies sothat they truly understand our brandat a time when we are challengingourselves to become the numberone automotive brand in the UK,"said marketing operations managerat Vauxhall Motors, Keith Michaels."This will be an exciting time towork with Vauxhall, especially nowas it is involved with the Englandfootball team," co-owner of DeeperBlue, Laurence Croneen, told EX.Promotional product tradeassociation Promota has called thisyear's Royal Wedding a "once in alifetime business opportunity".The time running up to PrinceWilliam and Catherine Middleton'swedding in April represents a hugeshot in the arm for the sector, it says."It won't just be businesses lookingto give gifts; it will be street parties,events, souvenirs. The opportunitiesfor our industry are huge," saidchairman of Promota, David Webster. "Our economy could do with aboost as the Bank of England ispredicting only marginal growth of2.6 per cent this year."Webster added the wedding wastimely given the announcementin respect of a ban on promotionalproducts to the pharmaceuticalindustry. "That was a real kick in the teethfor us as a sector. However, thisproves that as one door closes,another one opens," he added.news and views7EXHIBITING- March 2011 www.exhibitingmagazine.co.ukWedding bellsringoutfor the promotional industryDon't make uslook likesocial TwitsVauxhall to goDeeperwith its live marketingFollowing the case of footballerRyan Babel's inappropriate use ofsocial networking site Twitter thisyear, Steve Cotterill, the managerof Portsmouth FC, has gone onestep further.Babel was fined £10,000 forposting a Tweet of match officialHoward Webb in a ManchesterUnited shirt after Liverpool's FA Cupdefeat against them. Cotterill has banned his playersfrom using social network sites: "I have told them if they do it, then I will fine them £1,000 per word. It is a load of old rubbish anyway,"he told The Daily Star.That's one in the eye for socialnetworking evangelists!

EXHIBITING- March 2011 www.exhibitingmagazine.co.uk8Event management companyHyperactive Events will supplydecoration and event productionservices for European football bodyUEFA at this year's ChampionsLeague final.Hyperactive will supply servicesacross the sponsors' hospitality areaswithin the UEFA Champions Village atWembley Stadium on 28 May 2011."We will be involved in creating theChampions Village Hospitality areafor the game's sponsors, and willaugment the facilities at WembleyStadium to produce an exclusiveenvironment for VIP guests,"Hyperactive MD Lynda Emptage toldExhibiting.Since 1998, Hyperactive hassupplied services to otherfootball-related events and alsoworked within the world of FormulaOne motor racing. Host city Londonhas three representatives still left inthis season's Champions League.Chelsea, Arsenal and TottenhamHotspurs are due to play second legmatches later this month.Wembley isHyperactivefor Champions LeagueIt's not you,it'sUSPegasus websiteflyingthanks to customer insightDisplay lighting company Pegasusasked customers to share theilluminating process of revampingits website.Customers were allowed access to design templates and putforward feature ideas, providefeedback on navigation and layoutand road test the finished article."Taking such an interactiveapproach to website design is tellingof a new era unfolding for e-commerce, one in whichcustomers are more involved thanever," said VP of Pegasus,Christopher Johnson. "Productreviews have become paramount tosuccess and now a single Twitterpost can communicate something tothousands of people."Since its launch, the new site'sconversion rate is up 30 per cent andthe average time a visitor spends onthe site has risen by 25 per cent.Problems and delays obtaining USvisas prevented 116,300 globalparticipants from attendingexhibitions in 2010.A study by Oxford Economics forthe Centre of Exhibition IndustryResearch found that the lengthyprocess had stopped 78,400potential attendees and 37,900potential exhibitors entering thecountry. This translated intoapproximately $2.4bn (£1.49bn) inlost business overall."While we are mindful of theneed for careful screening ofinternational visitors entering theUS, keeping our borders secureshould not be at the expense ofkeeping our economy open forbusiness," said president and CEOat the International Association ofExhibitions and Events (IAEE),Steven Hacker.Oxford Economics surveyedUS-based exhibition organisersfrom 47 major 2010 events,representing 1.3m attendees. IAEEofficials intend to present thereport's findings to severalfederal agencies, including thestate, homeland security, andcommerce departments. news and views