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How important is exhibiting in HRCL overall marketing strategies? We are constantly looking at our exhibiting options and attending various exhibitions that are relevant to the various aspects of our business. For instance, we were at RSVP 2010 as it targets our corporate event and private hire clients. Travel industry show World Travel Market takes our product to tour operators and tour group leaders, which is another aspect of our core business. Since working here, I've found getting out to these potential clients via exhibiting to be very fruitful. What reasons did HRCL having for specifically exhibiting at RSVP 2010 this year? We chose to return this year as previous editions were so successful. Exhibitingcaught up with the sales director of event venue and restaurant Hard Rock Café London, Niki Henville, at RSVP 2010 to discuss exhibiting strategies. Examining the role of exhibitions in your marketing strategy strategy It is now one of most recognised brands on the planet and continues to grow, despite the problems of recent recession and the fickle nature of customer loyalty. Tell us a bit about Hard Rock Café London The Hard Rock Café London ( HRCL) opened its doors in 1971, on Hyde Park Corner. From that one cafe grew the global company that now has 165 properties worldwide including hotels, live music venues and casinos. Strong branding and musical lures formed the base of Hard Rock's stand EXHIBITING- July/ August 2010 www. exhibitingmagazine. co. uk 9 Rocking out on the exhibition floor Niki Henville with ' Johnny Depp'