UK domain registrars 123-reg.co.uk and Minds + Machines announced a collaborative effort to increase awareness and adoption of the new .london TLD on Thursday. The collaboration will include a range of on and offline marketing initiatives.
According to 123-reg.co-uk, registrations of .london surged on the first day of general availability for the extension, which was Sept. 9. Early adopters include Fortnum & Mason, West Ham United, and the Evening Standard.
London is one of the first cities to receive its own domain, along with 38 others, including Berlin, NYC, Tokyo and Moscow.
“We had a great priority period for Londoners from April to July, with tens of thousands of businesses from all 32 London boroughs signing up,” said Gordon Innes, Chief Executive of London & Partners, the Mayor’s official promotional company for London. “Now we move to the next phase where Dot London domain names are available to the rest of world which will enable companies and individuals to create a link with one of the greatest cities on earth. We are confident interest will be high and businesses and individuals both in London and abroad will secure a domain name linked to our city.”
The new registry is being operated by Dot London Domains Ltd, a subsidiary of London & Partners, with Minds + Machines providing registry services.