UnRealEstate/PetsUnited JCI developed a comprehensive strategy to introduce UnRealEstate/PetsUnited, Inc., a new conglomerate combining retail consumer websites such as dog.com , horse.com, ferret.com and more. To achieve the overarching goal of broadened awareness of the company and websites, JCI propelled national media campaigns, securing major placements in trade publications, circulating a series of stories targeted at business press ( e.g., Forbes.com), and piloting promotional programs like Bow Wow Ween, a holiday gift guide, and horse blanket donations to mounted police units and horse rescue groups. Creative media and branding materials supplemented the building and upholding of PetsUnited's reputation. JCI achieved extensive recognition for PetsUnited's branches with major media outlets such as CNNMoney.com, Extreme Makeover – Home Edition, Good Morning America, Pet Age, People.com , Inc. magazine, FOX (Chicago), and Style. • Bow Wow Ween event: raised awareness about the need for pet adoption; included celebrity appearances (Rebecca Romijn, Jason Biggs, Jerry O’Connell, etc.); gained recognition for dog.com (e.g. The Hollywood Dog) • Bow Wow Wow event: celebrity co-promotion with Much Love Animal Rescue and Playboy at the Mansion