Melbourne to get its own online address

This week Melbourne will make history by becoming one of the first cities in the world, following London and New York, to acquire its very own unique web address – .melbourne, giving the city a new home online.

This week Melbourne will make history by becoming one of the first cities in the world, following London and New York, to acquire its very own unique web address – .melbourne, giving the city a new home online.

This means that as of tomorrow (the launch date) individuals, business owners and brands located in Victoria will have the opportunity to register a locally relevant web address (for example, www.biketours.melbourne) and be a part of Melbourne and all that it represents. From 1000 Wednesday October 1, eligible businesses and individuals can apply to purchase a highly sought after .melbourne web address.

Bringing the new initiative to life is Melbourne’s iconic Flower Drum restaurant, the Melbourne Festival and Bank of Melbourne, who have each been announced as ambassadors for the launch of the .melbourne and will be some of the first businesses to adopt Melbourne’s new web address. Another ambassador of a .melbourne web address is www.biketours.melbourne, a micro-business operated by Melburnian Michelle Brown that offers sightseeing tours around the city. These businesses will serve as inspiration for the rest of the community to take advantage of this new marketing opportunity.

“Bank of Melbourne are proud to be one of the first in the city to get a .melbourne domain name,” Bank of Melbourne’s Head of Brand & Marketing, Jac Phillips, said. “We are Melbourne's local bank, with our call centre, our branches, our head office and of course our customers all here in Melbourne. Melbourne is our place of business, so the domain name is a natural fit.”

Other businesses to become ambassadors of a .melbourne web address include Eureka Skydeck, Destination Melbourne and the Colonial Tramcar Restaurant.

Following the Landrush application period during October, .melbourne web addresses will become available on a first-come first-served basis from 1000 on Wednesday November 12. Prices for .melbourne web addresses will start from approximately $65 and can be purchased from featured retailers such as Crazy Domains, Instra, Melbourne IT and Netregistry.

Adrian Kinderis, CEO of ARI Registry Services – the Melbourne-based technology company managing .melbourne - said the milestone would mark one of the most significant technology infrastructure projects in the State.

“A .melbourne web address will allow Victorian businesses and individuals to show an online affiliation to the city and increase geographical relevance to their target audience. There is also potential for businesses to be rewarded with added search engine optimisation benefits.”

For those interested in registering for a .melbourne web address or to find out more information, visit www.live.melbourne or http://nic.melbourne.

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