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MICE-in-the-bag founded in London

“Insider gathering” is the pay-off of this company; a unique service from two entrepreneurs who’ve already been there, both as buyers and suppliers. The next event is scheduled in London on March 15th”.

LONDON – MICE-in-the-bag has been founded in London (UK) – a unique B2B company that brings together buyers and suppliers from the Meetings, Incentives, Conference and Exhibitions (MICE) industries. It is targeted at reducing the prospective marketing spend for MICE suppliers and providing more effective service for buyers. According to the World Travel and Tourism Council, MICE industries currently make up US$650 billion of the US$5.7 trillion global tourism industry.

Its USP is the brainchild of its two founders, Rosy Burnie and Ayse Sabbatini, both of whom have extensive experience and networks within the four industries. The concept involves the creation of pop-up, one-stop meeting environments for sellers and buyers of MICE. Pre-screened dating, sellers are matched with budget-ready buyers in specific conference and event locations. This offers a significant saving in prospecting costs to the suppliers, putting them in a position to pass on savings to the buyers in more attractively-priced packages.

Describing the dedication to the company’s offering, Ayse Sabbatini commented: “We run insider gathering events in which we bring the right mix of buyers into contact with the proven suppliers from our network – and we don't take the word 'proven' lightly. We're rigorous about reports, reputation and feedback to make sure everyone keeps rubbing shoulders with the best.”

Keen to play to the strength of experience of its founders, the company’s offering goes beyond its elite matchmaking services. Rosy Burnie explains: “From our experience of both the sellers’ and the buyers’ side, we also offer marketing services to suppliers who require insight into the MICE industry, and to how they might best approach their customers. The connections we make are tailor-made for location, budget and expertise.”

MICE-in-the-bag’s business partners include: Mike Sleeman as business advisor, Stefano Ferri in Public relations, Justin Roux in Communications, Brand and Marketing Strategy, and Nexusvenue in venue-sourcing.

The founding partners
MICE in the bag is a partnership between Ayse Sabbatini and Rosy Burnie that was forged through Meetings and Events Forums. Ayse comes from the supplier prospective, whilst Rosy is a seasoned corporate buyer. 

Ayse Sabbatini is a dynamic and extrovert individual with more than 25 years’ experience in the travel industry. In particular over the last 10 years she has been managing marketing and sales in meetings and events. During this time Ayse has been working in different organisations that deal with meetings, congresses and incentive events. Her focus has been managing the operations and execution of the clients' requests from initial remit to final execution. The strong relationship she has forged over the years has earned her a strong client base.

Rosy Burnie is an energetic, self-motivated and outgoing individual with experience gained in office management, travel procurement, meetings and events management and marketing. She has been running the corporate headquarters and executive team of a global 
company for the past 11 years, also managing the global travel programme. She is a member of ITM – Institute of Travel & Meetings, GBTA – The Global Business Travel Association, ACTE – Association of Corporate Travel Executives and various industry networks.

Collaborations and partnerships
Nexusvenue, established in 2002 by former booking agent Sylvain Bouteiller. It’s a tailor made venue-finder firmly focusing on a top quality service. Rosy has worked with Sylvain and his trusted team for over 8 years on many major global events.

Business Advisor is Mike Sleeman (FCMA) who has held senior finance positions in global and UK-based multi-million pound companies. He now runs his own practise, supporting entrepreneurs and start-up businesses. 

Stefano Ferri is a journalist, writer, entrepreneur, involved in the meetings & events industry for thirty years. He has worked with more than seventy facilities, associations and international businesses both as a consultant and with Brains – the Milan-based communications agency of which he is co-owner.

Communications, Brand and Marketing-Strategy advisor is Justin Roux. Currently the Senior Vice-President of Communications for Luvata Group and communications advisor to some of the Nordic Capital Portfolio Companies. Justin has 18 years in international communications, engagement and public issues. He has helped to launch companies in B2B and B2C industries and is active on the international speaker circuit.

MICE of cards
The next B2B Insider Gathering of MICE in the bag, called MICE of cards, will take place in London on Wednesday, March 15th. Further news to follow.

News Editor - TravelDailyNews Media Network

Angelos is the news editor for TravelDailyNews Media Network (, and His role includes to monitor the hundrends of news sources of TravelDailyNews Media Network and skim the most important according to our strategy.

He currently studies Communication, Media & Culture in Panteion University of Political & Social Studies of Athens.