Newsmaker Group helped build brand awareness for leading jewelry website Ice.com by targeting consumer media from both a general editorial as well as product placement perspective. Media relations efforts focused on gift giving occasions, bridal, “best-of-the-web” and general lifestyle story angles. Publicity ran in a wide variety of consumer outlets, such as Modern Bride, In Style Magazine, New York Daily News and lifestyle television. As a secondary goal, we publicized the company with stories about its founder, generating feature articles in Fortune Small Business and Forbes.com, among others.