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Associates

Mady Keup

Mady KeupMady is a consultant, lecturer and trainer in business event management and marketing and her speaking and consultancy engagements have taken her all around Europe and to the United Arab Emirates, Tajikistan and the USA. She is an MPI (Meeting Professionals International) accredited trainer and an instructor for Destination Sales Training in Europe & the Middle East on behalf of Destination Marketing Association International (DMAI). She has been invited to present at numerous academic and professional events, including MPI and SITE (Society of Incentive & Travel Executives) conferences as well as ITB in Berlin, the Arabian Travel Market in Dubai and the Europe-Asia Event Forum in St Petersburg.

Mady worked for over 12 years with the British Tourist Authority (now VisitBritain) in management positions in London, Madrid, Lisbon and Berlin. Mady was also Head of London Convention Bureau (now London & Partners) for 5 years. She was Chair of the British Association of Conference Destination (BACD) in 2002-2003 and under her leadership the London Convention Bureau won UK Best Convention Bureau – Incentive Category (M+IT Awards) in 2002.

After 20 years of professional experience in business events and leisure tourism, she now also works as Course Director for the Master of Science in Strategic Event Management & Tourism Management at SKEMA Business School, the largest of France’s Grandes Ecoles in student numbers. Her publications include:

  • International Issues in MEEC, Chapter 14 in Meetings, Expositions, Events & Conventions: An Introduction to the Industry, Fenich, G, Pearson Education.
  • The Use of Web 2.0 as a marketing tool by European Convention Bureaus, with co-author Davidson, R., Global Events Congress V, Stavanger, Norway, 13-15 June 2012.
  • Expanding event management across and beyond Europe: The MCI Group International strategy and Europeanisation: How important are localisation and regionalisation strategies for international event management companies, with co-author Suder, G., ecch registered case study, 2011.
  • Handbook on Tourism Destination Branding, with co-author Buncle, T., commissioned by European Travel Commission and World Tourism Organization, Destination World, 2009.
  • Business Tourism – its Importance for Urban destinations, 2009.

Some of Mady’s current/recent projects include: City of London Corporation Venue Audit; Benchmarking of Convention Bureaus in Asia Pacific; Athens Convention Bureau Strategy and Operations Consultancy; MICE Strategy and Action Plan for Saudi Arabia.

Mady’s qualifications include: MBA (Open), BA Hons (English Language and Literature) and Diploma in Marketing (Chartered Institute of Marketing). Mady is fluent in 6 languages (German, French, Spanish, Portuguese, English and her native Luxembourgish) and is learning Russian.

Key areas of expertise

Development, management and marketing of the MICE sectors; Tourism strategy and destination development / management planning; NTO/DMO business planning; Destination marketing / market planning; Conference marketing and development; Community consultation and involvement; Training for Business including Tourism Marketing training: planning and delivery.