LONDON, July 1, 2014 /PRNewswire/ --

Londoners and London-based businesses urged to take advantage of priority application process

More than 50,000 applications expected by end July *

With one month remaining before the end of the Dot London launch phase, Londoners and London-based businesses are being urged to take advantage of the priority application process and secure their ideal Dot London web address.

Applications for Dot London domain names began on May 29 marking the start of the three-month launch period during which Londoners and London-based businesses will receive priority in the application process. Those who have applied through the ICANN trademark clearing house will also be given priority. The launch period will close at the end of July.

Demand for Dot London domain names has been strong with registrars, companies that sell domain names reporting brisk business. It is anticipated that more than 50,000 applications for Dot London domain names will be made by the end of the priority period*. Demand is expected to be even higher when Dot London domains go on general sale September 9.

Until recently people could only choose from 22 so-called generic top-level domains ('gTLDs') such as dot com and dot org. However, ICANN, the global internet body is releasing more than one thousand new gTLDs - including Dot London - as part of a major expansion of the internet domain space. Londoners choosing to register a new Dot London domain name will receive a web address that is more relevant, easy to remember and instantly identifies them as being located in London.

Gordon Innes, Chief Executive of London & Partners, the Mayor's official promotional organisations for London said: "When we launched Dot London we wanted to ensure that Londoners had first choice of the new domain names. Two months into the priority period and it's clear than many tens of thousands of Londoners have already taken advantage. I would urge anyone in London who's considering a Dot London domain name to take advantage of the last few weeks of the priority period and secure their chosen domain name before someone else does."

A number of leading London businesses have already set up Dot London websites as part of a pioneer programme to showcase the new domain. They include brands such as: London Symphony Orchestra, Nimax Theatres, Fortnum & Mason, Techhub, Metro Bank and Meantime Brewing.

To celebrate its role as a Dot London pioneer, Meantime Brewing has released 100,000 bottles of limited edition Dot London lager (image available see notes to editors). Nick Miller, Chief Executive of Meantime Brewing said: "It's been really important for us to be part of Dot London. Our roots are here in the capital but we now export to dozens of countries all over the world and having a Dot London website means our customers can see that we are part of this great city. It makes sense to me that London businesses should have a website that is inherently part of the city where they're based and do business."

Dot London has partnered with five key registrars during the London priority launch period: 1&1, 123-reg, GoDaddy, Fasthosts, CentralNic. It has also set up its own registrar site makeit.london through its partner Minds + Machines.

Richard Stevenson, spokesman for 1&1 Internet, Europe's largest domain name registrar said: "There's been a rapid response to the London Priority Period, with a great many London-based businesses and individuals showing enthusiasm and plans to secure a London web identity. From our recent work with London firms, it's clear that the Dot London domain has struck a chord and is a credible choice for the great majority of Londoners." 

Nick Leech, Group Marketing Director of internet registrar 123-reg.co.uk said: "Since the launch of the priority phase in April, we have seen a significant increase in consumer awareness of Dot London domains. It has been one of the most popular traffic sources for us; with 88% of all specific gTLD traffic coming directly to the Dot London page. We fully expect to maintain this level of interest as we move into General Availability"

Notes to editors: 

* Figures are a projection based on current applications.

An image of the Dot London lager from Meantime Brewing is available to download here

More info at http://www.dotlondondomains.london

SOURCE Dot London