London to bid for own domain name

London & Partners: readies domain name bid
London & Partners: readies domain name bid

London & Partners, the promotional agency for the capital, is to apply for top level domain names such as ".london" and ".ldn".

The agency has issued an RFP to find a provider to establish and operate the London TLD for an initial period of five years with the option to extend to 10 years.

The Internet Corporation for Assigned Names and Numbers (ICANN), the international body that oversees the naming structure of the web, is in the process of expanding the domain name system.

This week it is allowing brands to apply to buy the top level domain name of their choosing, which can be either their brand name or something more generic based on demographics of geography.

London & Partners is a not-for-profit public private partnership designed to drive leisure, business and student visitors to the capital, and launched a nine-month long marketing campaign in September last year.

It said that it has received a "high level of interest" from key companies in the registry operator market.

It evaluates proposals this month and intends to announce the successful company in February.

Canon, Hitachi, IBM and Unicef have previously said that they intend to buy the unique domains, with Canon publicly saying it would apply for its own brand name ".canon".

However many brands remain cautious. The fee to register is high, at around the $185,000 (£114,000) mark and marketers will have to factor in additional costs, such as SEO and branding.

There is also concern that consumers, who are used to attaching ".com" or ".net" may find the changes to domain names confusing.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers