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Custard appointed to build momentum for the mia’s 25th anniversary in 2015

Petra Clayton, managing director of Custard Communications
Custard Communications, the hospitality communications consultancy, has been appointed to drive the PR strategy for The Meeting industry Association (the mia) during its 25th year.
The mia is one of the largest and fastest growing trade associations in the sector. Connecting people, ideas and best practice in conferencing, meetings and events, it has gathered some of the brightest minds in the industry to solve business problems and to facilitate learning. The 25th year will focus on reminding the industry of the importance of community, knowledge exchange and celebrating success.


As the mia celebrates 25 years, Custard celebrates its eighth year in business, building upon its growing portfolio of hospitality and event clients. With an established reputation for creating clever communication strategies, the team has won five new contracts over the past three months including the mia, the QEII Centre, The Master Innholders and the Independent Hotel Show and by the end of the year will have successfully retained 96% of its clients for a further 12 months.

Confirming the appointment of Custard to drive the support for the 25th year, Jane Longhurst, chief executive of the mia, says: “2015 is certain to be a significant and exciting year for the Meetings Industry Association. With several exciting initiatives planned for our anniversary, we are looking forward to working with Custard and continuing to benefit our members.”

The contract runs for 12 months and will include involvement in the development of the 25th anniversary conference as well as a series of engagement activities taking place throughout the year.

No stranger to developing communication strategies for membership bodies, Petra Clayton, managing director of Custard Communications, is thrilled to be working with the mia: “Our priorities will be to shape the messages around the mia and its purpose to the event industry, but also to harness the thought leadership behind the organisation and its importance in bringing the industry together. Our team has evolved over the past year with the appointment of three new personnel and the internal development of our loyal team members, so we are excited to be striding into 2015 with a firm focus on aggressive growth”.

Pictured: Petra Clayton, managing director of Custard Communications

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