Melbourne rolls out .melbourne web address

Melbourne rolls out .melbourne web address
By admin

Melbourne has become one of the first cities in the world, following London and New York, to acquire its very own domain name, with the .melbourne namespace presenting a major digital opportunity for local businesses.

Melbourne’s iconic Flower Drum restaurant, the Melbourne Festival and Bank of Melbourne have been announced as ambassadors for the launch of the .melbourne namespace, as well as becoming some of the first businesses to adopt the city’s new web address.

As of 10am on October 1, eligible business and individuals have been able to apply to purchase the highly sought after web address, with the Bank of Melbourne’s head of brand & marketing Jac Phillips saying they snapped up the chance to own the web address

“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,” Phillips said.

Melbourne Festival executive director Katie McLeish said the new address would further promote the festival as a key event on the city’s calendar.

“Each Festival brings an array of dance, theatre, music, visual arts and outdoor events from renowned and upcoming Australian and International companies to Melbourne,” she said.

“Our new online address,, will help us to better promote the Festival and cement our place as the city’s leading performing arts event.”

Other businesses to become ambassadors of a .melbourne web address include Eureka Skydeck, Destination Melbourne and the Colonial Tramcar Restaurant.

Successful candidates who apply for a .melbourne domain name during Landrush will be notified between November 9 and 12, with the web addresses becoming available on a first-come first-served basis from 10am on November 12.

Prices for .melbourne web addresses will start from approximately $65 and can be purchased from featured retailers such as Crazy Domains, Instra, Melbourne IT and Netregistry.

ARI Registry Services’ CEO Adrian Kinderis said the milestone would mark one of the most significant technology infrastructure projects in the state.

“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,” Kinderis said.

“There is also potential for businesses to be rewarded with added search engine optimisation benefits.”

For those interested in registering for a .melbourne web address or to find out more information, please visit

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