After not exhibiting at any major trade shows last year and instead holding a series of Europe-wide customer events, Avid Technology has done a U-turn and booked a stand at The Production Show. European vice-president Graham Sharp told Broadcast in November 2001 that last year's Naked Experience tour signified a 'major shift in our marketing strategy' and it was 'the best way to bring Avid closer to our customers'. But Avid has now decided to attend trade shows if they 'fit in with our specific marketing goals'. These goals include 'demystifying HD' for customers. He added that Avid will co-exhibit at The Production Show with sister company Digidesign to 'show the interoperability with Digi products'.