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GoCompare makes a big bet on a new gTLD

Kevin Murphy, September 5, 2022, Domain Registries

GoCompare, one of the most recognizable online brands in the UK, is rebranding to Go.Compare, with a corresponding switch to the new gTLD domain name go.compare.

The insurance price-comparison site announced the move, which is being backed up by a three-month prime-time TV advertising campaign, during the series premiere of talent show The Voice UK, which it now sponsors, on Saturday night.

The brand may be unfamiliar to readers outside of the UK, but here it’s pretty well-known due in no small part to its relentless TV ads, which feature a fictional Italian opera singer. There can’t be many Brits who don’t recognize the jingle, once described as the “most irritating” on TV.

And that jingle now has an extra syllable in it — the word “dot”. The company described the sponsorship like this:

As part of the sponsorship, Go.Compare’s operatic tenor Gio Compario and the actor who plays him, Wynne Evans, are both in the judging chairs, auditioning to find a new voice to help them sing the new brand jingle and play the ‘dot’ in the new website URL. The series will follow Gio and Wynne on their journey to find the best ‘dot.’

This is the first ad:

The company said the rebranding, in phrasing likely to irk many in the domain industry, “means that anyone now looking to use the comparison service will be able search on any device using ‘Go.Compare’, and they will be taken directly to the website.”

It’s inviting customers to direct-navigate, but calling it “search”.

Paul Rogers, director of brand and campaigns, said in a press release:

Behind this, the decision to bring the “dot” into the mix now means that our website is easier to find – regardless of browser or device, all you need to know now is Go.Compare and you’re there. It’s basically taking out the middleman and making it easier for people to find us directly

Go.Compare has been using gocompare.com since it launched in 2006, and that domain is still live, not redirecting, and showing up as the top search result for the company. The domain go.compare does not redirect to the .com, however.

The company’s social media handles now all use the new brand.

The .compare gTLD is a pretty obscure one, that truthfully even I had forgotten exists.

It started off owned by Australian insurance provider iSelect, originally intended as a dot-brand, but sold off alongside .select to Neustar, then its back-end provider, in 2019.

GoDaddy acquired Neustar’s registry business the following year and has since then sold just a few hundred .compare domains, very few of which actually appear to be in use.

I’m not suggesting .compare is suddenly going to explode, but the rebranding and accompanying high-profile marketing effort is surely useful to the new gTLD industry in general, raising awareness that not every web site has to end in .com or .uk.