World’s most liveable city now has the most liveable online address

1 October 2014

Melbourne, Australia – 1 October 2014: Melbourne’s iconic Flower Drum restaurant, the Melbourne Festival and Bank of Melbourne have today been announced as ambassadors for the launch of the .melbourne namespace and today become some of the first businesses to adopt Melbourne’s new web address. 

.melbourne ambassadors showcase businesses big and small that have recognised the opportunity presented by this digital innovation. They will serve as inspiration for the rest of the community to take advantage of this new marketing opportunity.

Melbourne is one of the first cities in the world following London and New York to acquire its very own domain name. Individuals, business owners and brands located in Victoria will now have the opportunity to register a locally relevant web address and be a part of Melbourne and all that it represents.

From 10:00am Wednesday 1 October, eligible businesses and individuals can now make history by applying to purchase a highly sought after .melbourne web address. The Bank of Melbourne’s Head of Brand & Marketing, Jac Phillips said they snapped up the chance to own the web address

“Bank of Melbourne are proud to be one of the first in the city to get a .melbourne domain name. 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.”

Another ambassador of a .melbourne web address is, a micro business operated by passionate Melburnian, Michelle Brown which offers sightseeing tours around the city.

Successful candidates who apply for a .melbourne domain name during Landrush will be notified between 9 to 12 November and will join Melbourne Festival and other first-to-market businesses to use a .melbourne address. Melbourne Festival Executive Director, Katie McLeish said their new .melbourne web address would further emphasise the festival as a key event on the city’s calendar.

“Melbourne Festival is thrilled to be an ambassador of the .melbourne initiative. Each Festival brings an array of dance, theatre, music, visual arts and outdoor events from renowned and upcoming Australian and International companies to Melbourne. Our new online address,, will help us to better promote the Festival and cement our place as the city’s leading performing arts event.”

Similarly, the Marriner Group’s General Manager Glenn McGuinness hoped their new web address would help better promote the many world-class theatre shows they attract to the city.

“As the custodian of prized heritage venues such as the Regent and Princess theatres, Marriner Group play host to many of the biggest shows of the entertainment world, like Once, The Lion King and Grease. There will be no better promotional tool to showcase theatre in Melbourne than our new web address.”

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

Following the Landrush application period during October, .melbourne web addresses become available on a first-come first-served basis from 10:00am on Wednesday 12 November. 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.

Adrian Kinderis, CEO of ARI Registry Services – the Melbourne-based technology company managing .melbourne - 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. 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


Media Contact

Michael Korjen
Public Relations Manager
ARI Registry Services
Ph: +61 3 9866 3710

About ARI Registry Services

ARI Registry Services is driving innovation and the expansion of the Internet through the delivery of world-class domain name registry services. With over 10 years of experience, ARI Registry Services is a leading provider of Domain Name Registry Infrastructure Services and DNS Services for generic Top-Level Domain applicants and country code Registry Operators. We help governments, major brands and entrepreneurs across the globe realise the full potential of the Internet by providing expertise, security and reliability in operating a core piece of Internet infrastructure.

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