auDA ramps up marketing for direct .au launch

Australian domain overseer auDA has started national advertising for its second-level .au registration launch next month.

The organization said today it has started running television, radio, outdoor and digital ads, and will continue to do so through to November.

Second-level .au domains become available March 24, on a first-come, first-served basis if there are not already matching third-level domains.

If there’s a matching .com.au or .net.au, registered before February 4, 2018, applications for the 2LDs will be handled via a priority allocation process that runs for six months.

auDA’s marketing campaign focuses on five keywords that have a general meaning in English and also a unique or somewhat distinctive meaning in Australian English: station, pavlova, gummy, stoked and stubby.

A “gummy” could mean a type of confectionery, but “gummy.au” could refer to a type of shark that stalks Aussie waters, for example.

Microsites have been launched for each keyword, but they’re not all resolving for me yet.

The post auDA ramps up marketing for direct .au launch first appeared on Domain Incite.