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Smart geo TLD marketing by .NYC

A great example of how to market a city top level domain name.

JustFix.NYC was the Brooklyn winner in the “Best of the Boroughs” contest.

Despite a slow start for some domains, I’m still a fan of city new top level domain names. City names only have to create awareness in a small geographic area. This should be easier than global awareness.

Still, it’s going to require usage and promotion to make people in cities that have their own domain name aware that they exist. I think .NYC’s Best of Boroughs contest is a great example of how to do this.

The contest picked a top site built on .NYC from each of the five NYC boroughs: Manhattan, Brooklyn, Queens, Bronx and Staten Island.

This promotion was smart for a few reasons:

  • It’s relatively inexpensive for the registry
  • It makes owners of .NYC domains feel like they have a special domain; it builds community
  • It focuses on usage of the namespace

You can see the winners here.

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