Section 508

October 8th, 2014

Own It – The Launch of New York City’s Own Domain

We are excited to announce that .nyc, the official domain name of New York City launches today!

Double dot nyc


The .nyc domain is part of a new generation of generic top-level domains (gTLDs) that will expand the web’s current domain name system. The City of New York is one of the first cities in the country with a top-level domain of it’s own. The domain aims to create new opportunities to support local businesses, organizations and residents, and establish an unprecedented level of geographic authority in the digital sphere. One of the biggest cities in the world deserves a big online domain.

DMI was hired not just to launch the domain name, but also create a brand that represents the City and its people, as well as inspire New Yorkers to purchase something they don’t even know exists yet.

While the City of New York has an established brand, it was our job to give deeper meaning to the domain. After conducting interviews with New Yorkers and creating personas representative of the target audience, we uncovered one truth: owning a .nyc domain tells the world that you’ve made it. Exclusively available to residents of New York City and its five boroughs, it identifies you as part of the City – officially. It’s a badge of legitimacy, exclusivity and localization all rolled into one bold statement of true NYC status.

Every New York business, organization, and resident will now have a more powerful and appropriate tool for showcasing their unique identities. Confident and individualistic, the statement “Own It” speaks to New Yorkers on their terms; encouraging them to live up to who they are and make the City part of their story.

Over the past year, we have conducted a strategic media campaign that created brand awareness and buzz prior to launch that would inspire ideas for domain names to purchase. We identified places, events and locations that play a key role in the City’s culture.

More than 350 New York businesses, personalities and organizations applied to become a .nyc founder, an exclusive club of the first 50 to own a .nyc domain name. Many of the applicants are some of the most notable, up-and-coming, and iconic names in the City.

And today, the general public is open to stake their claim as a .nyc domain owner. Go to today to be a part of yet another historical Own It Moment for New York City.

find your dot nyc
Tags: Brand Marketing

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