New York City Mayor Michael Bloomberg and City Council Speaker Christine Quinn (who is running for Mayor) issued a press release today heralding the approval of the .NYC gTLD, which had received support from the City. I don’t know how much NYC will help promote .NYC, but it’s clear from the press release, the plan is to target local businesses.
“Having our own unique, top-level domain – .nyc – puts New York City at the forefront of the digital landscape and creates new opportunities for our small businesses,” said Mayor Bloomberg. “They’ll now be able to identify themselves as connected to New York City, one of the world’s strongest and most prestigious brands.”
Registering .NYC domain names won’t be available to everyone. In fact, to register a .NYC domain name, the owner has to either live in the City or have an office and conduct business in NYC.
The City has said they expect .NYC domain names to be available for sale by late 2013, although I personally wouldn’t be surprised to see delays.
Neustar is taking care of the operations and marketing for the new TLD. I am interested to see how they market the extension because there are so many options in NYC. I wouldn’t be surprised to see local sponsorships, subway and bus stop advertising, and other guerrilla marketing. I also wouldn’t be surprised if they gave away keyword names to well known NYC businesses like Duane Reade and Patsy’s to promote the .NYC brand.
To learn more about the .NYC extension, you can visit the .NYC Registry website.