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Melbourne

Melbourne has become one of the world’s first cities to acquire its own domain address.

Launched on Wednesday last week, the .melbourne domain offers businesses and individuals the chance to tie their brand or name with the city, possibly attracting a larger market as a result.

Melbourne businesses were quick to apply for the domain address, with The Bank of Melbourne, Melbourne Festival and Melbourne’s Flower Drum restaurant announced as early ambassadors.

Jac Phillips, The Bank of Melbourne’s Head of Brand & Marketing, said that it was a natural next step for the bank.

“Bank of Melbourne are proud to be one of the first in the city to get a .melbourne domain name,” Phillips said. “We are Melbourne’s local bank, with our call centre, our branches, our head office and of course our customers all here in Melbourne. Melbourne is our place of business, so the domain name is a natural fit.”

The .melbourne launch is currently undergoing its second phase, in which the first group of public applications are accepted. Between 1 October and 9 November, the general public, where eligible, is able to apply for their own .melbourne web address. Two or more applications for the same domain will result in an auction between applicants.

23:00UTC 11 November 2014

From 11 November, 11:00 pm UTC, all eligible Victorian business owners, brands and individuals are able to register. Applicants will be accepted on a first-come first-served basis.

Prices for .melbourne web addresses start from approximately $65.

Adrian Kinderis, CEO of ARI Registry Services – the Melbourne tech company hired to manage the domain – said Victorian businesses would benefit from being affiliated with their city.

“A .melbourne web address will allow Victorian businesses and individuals to show an online affiliation to the city and increase geographical relevance to their target audience. There is also potential for businesses to be rewarded with added search engine optimisation benefits.”

More information can be found at live.melbourne.