Nominet, the not-for-profit organisation responsible for the smooth and secure running of the .uk infrastructure, announces the launch of a brand campaign to support its business delivering internet domain names ending in .uk.
The campaign, called ‘A great place to be’ emphasizes the benefits of having a .co.uk, .org.uk or .me.uk domain name for businesses, organisations or individuals in establishing a UK-centric, trusted internet presence.
Highlighting the trust and status associated with .uk domain names, a campaign website at www.agreatplacetobe.co.uk will be the hub of the campaign, featuring customer testimonials as part of its creative execution, supported by online and off-line awareness campaigns targeting potential registrants. Promotions and supporting materials for the .uk sales channel - Nominet’s registrars - will follow.
This news follows Nominet passing the milestone of the registration of the 10 millionth .uk domain in March 2012.
The campaign is focused on delivering and building a compelling .uk brand story for businesses and consumers, and will build on the solid foundations of trust, status and reliability.
“According to figures from the Office of National Statistics, more than 20% of British businesses still do not have their own website” says Phil Kingsland, Director of Marketing and Communications at Nominet.
“As we look to continue to grow .uk’s leadership in a changing market, the internet offers these ‘offline’ small and mid-sized businesses a significant untapped opportunity. These businesses are often local, community centric and therefore stand to gain the most from using a .uk domain as the online home for their business.”
Jonathan Jones, Commercial Director at Tregothnan, attributes the company’s .uk domain with the success of the business in an online video for the campaign: “.co.uk is a really good way of us communicating what we are and the products that we have… it’s a way of expressing our Britishness to our consumers. It’s about trust: if I go online and I see .co.uk, I know about provenance, I know where they’re from, and I think our customers like to know about that too.”
The campaign is targeted with increasing the annual growth rate of the .uk register - currently at 9.3%.
Notes to editors
- Brand identity work was developed with Design Bridge
- Digital campaign elements were created by Outside Line
- For information on the history and growth of the .uk registry, please visit http://db.nominet.org.uk/
For more information
Please contact
Patrick Yiu at Brands2Life
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+44 20 7592 1200
