ScottsCheapFlights.com upgrades to Going.com

Scott’s Cheap Flights gets a much shorter domain name.

Talk about a domain name upgrade!

Scott’s Cheap Flights, a travel company that started as a newsletter about discounted flight alerts, is moving from ScottsCheapFlights.com to Going.com.

The company explained the rebranding process on its new site.

While Scott’s Cheap Flights worked when the newsletter launched, it had some issues:

”Scotch what?” “Sheep fights?” Those are just a few examples of the hilarious ways people have misheard our name, or how an admittedly long, clunky name like Scott’s Cheap Flights has confused people who hear about us for the first time. We’ve noticed folks like to abbreviate our brand to “SCF,” too, so we knew it was crucial to take this opportunity to streamline and shorten our brand name.

The company had also moved beyond just cheap flights, so a rebrand made sense. It reviewed 3,000 names before landing on Going.

Based on historical Whois records, the company acquired the domain from what was previously Yahoo. Going.com was once used for a site about local entertainment and used the tagline Going: For People Who Love to Go Out. AOL acquired the company, and it later shut down.

Hat tip @joelrunyon.