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Meet Nicole Mahoney


The backstory

You might say being an entrepreneur is in Nicole's DNA. As a student, she worked for her dad at the family's audio and car stereo shop, eventually taking on their annual Sound Off event held in their store parking lot. The natural marketer in her took over, and the event grew to mini-festival size, attracting up to five thousand people on a Sunday. When her dad told her to "A to Z" a project, she learned to do every step of business development, marketing strategy, PR, and branding while working her way through college and her Masters.

Professional path

With a talent for creating special events, Nicole went on to work in sports marketing at Frontier Field in Rochester, and as the executive director of the internationally known Lilac Festival. Later on she headed the Canandaigua NY BID. There were projects for Visit Rochester as well.

In 2009, she founded Break the Ice Media, with more than 20 years experience in tourism marketing.

As a business owner, Nicole knows what it takes to be successful. She founded BTI to help businesses tell their brand story through public relations, digital and traditional channels. She has the ability to uncover unique marketing opportunities, and develop marketing and public relations initiatives that help clients build long-term success.

Inside the office she loves:

Working with clients to understand their marketing needs, developing plans and executing those plans. Leading and nurturing her team. (You might call her The Founding Mother.) Watching results happen for clients.

Outside the office she loves:

Her family (husband and four daughters). Traveling on family vacations. Maine. Playing euchre with her long-time girlfriends every month. Living in wine country (and drinking that wine!).

Nicole Mahoney

"We're about doing what's best for clients. We're not territorial - there are no 'egos' here."

Posts from Nicole

Creating your Tourism Marketing Strategies and Plan

Creating Your Travel and Tourism Marketing Strategies and Plan

By Nicole | November 15, 2019

We recently released a 5-part video series on how to create your tourism marketing plan for the new year. The…

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Using Anniversaries, Celebrations and Awards for Tourism Marketing [image of several people with wine glasses bringing them together to cheers]

Using Anniversaries, Celebrations and Awards for Tourism Marketing

By Nicole | November 6, 2019

Break the Ice Media just celebrated a milestone anniversary, 10 years since I started the company and I was recognized…

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A Decade of Tourism Marketing - 10 Key Changes Making an Impact. And Break the Ice Media turns 10!

A Decade of Tourism Marketing – 10 Key Changes Making an Impact

By Nicole | October 8, 2019

And Break the Ice Media turns 10! It has been a decade of tourism marketing! The official date of incorporation…

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Museums' Approach to Tourism

Museums’ Approach to Tourism

By Nicole | July 30, 2019

Each of these museums has found a remarkable and stand-out way to promote inclusivity, attract diverse new audiences, and further integrate their work with other tourism and cultural efforts of their communities.

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Are DMOs Evolving into Placemakers?

Are DMOs Evolving into Placemakers?

By Nicole | April 12, 2019

Since the beginning of 2019, I have been exploring the changing role of destination marketing organizations (DMOs) through conversation with…

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Borrowing from the Tourism Marketing Playbook: Why Agencies Collaborate

By Nicole | February 11, 2019

When solutions to our clients’ business issues require disciplines outside of our expertise, we borrow from the tourism marketing playbook and look for ways to collaborate with other agencies to deliver better results.

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