Dot London, the official domain name for the URL dedicated to the UK's capital, has appointed Havas UK to help deliver marketing and promotional activities designed to increase awareness and encourage greater uptake of the domain.
This work is already underway with Havas releasing a set of illustrations by SlimJim Studios which will form the centerpiece of a campaign spanning out-of-home, DOOH and digital, centred on a strong London Underground presence -with a TV and OOH campaign following in the New Year.
Positioned as a local alternative to the more familiar ‘.co.uk’ and ‘.com’ addresses the city domain it to be positioned at businesses which wish to associate with the cachet of London’s global reputation.
Thus far the address has been embraced by the likes of conference venue ExCel London, health club brand Third Space and the Boundary hotel chain.
Mark Whelan, chief creative officer at Havas UK, commented: “Promoting anything London is brilliant, and we really love the idea of people having Dot London as a badge of honour. Getting round it as a village makes it doubly great."
Dot London head Dan Hill added: “Working with Havas allows us to easily and effectively harness all the different areas of expertise necessary to create compelling marketing. They’ve got it all covered under one roof.”
Dot London is one of a raft of new city monickers alongside the likes of ‘.nyc’; ‘.tokyo’ and ‘.berlin’ introduced at the end of 2013.