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auDA ramps up marketing for direct .au launch
Kevin Murphy,
February 7, 2022, 09:18:54 (UTC),
Domain Registries
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.
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