123 Reg introduce new initiatives to encourage companies to apply for Dot London


London, UK, 11th September 2014 – 123 Reg, the UK’s largest domain registrar, has joined forces with Minds + Machines to raise awareness and to encourage adoption of the new .Dot London domain name.  Early adopters include Fortnum & Mason (fortnumandmason.london), West Ham United (westhamunited.london), and the Evening Standard (standard.london).

123 Regand Minds + Machines will be collaborating in a package of digital and offline marketing initiatives designed to grow demand for Dot London domain names from the launch of general availability onwards.

London is one of the first cities in the world to receive its own domain, and the market is set to quickly expand as customers apply on a first-come-first-served basis. Registrations for Dot London have been growing rapidly with a surge of registrations on September 9th.

The goal of the combined campaign is to encourage people to register a Dot London domain, as well as provide advice and support to help customers reap the benefits. As a city-specific domain, Dot London will allow business owners to associate their business with the capital and provide a platform for businesses of all sizes to rebrand or expand their online presence.

123 Reg has already been hugely successful in helping London businesses claim their Dot London domain andwill look to further increase this by including social media outreach, ‘pioneer profiles’ on the early adopters of the domain, and a series of offers to encourage more businesses to register aDot London domain name.

Nick Leech, Group Marketing Director at 123 Reg, said: “The launch of Dot London is monumental for British businesses no matter where they are, and we wanted to make sure that everyone is aware of the opportunity. Minds + Machines share our .london vision, which will allow us to help more customers realise the potential that the domain name offers.”

Mike Salazar, Chief Financial Officer of Minds + Machines, commented on the partnership: “With the landmark general availability launch of Dot London, wewant as many people as possible to know about the domain name. We are excited to be working with 123 Reg to drive awareness and demand for Dot London and we look forward to a successful collaboration with them.”

Gordon Innes, Chief Executive of London & Partners, the Mayor’s official promotional company for London, said: “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. 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.”


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