Case Study: .NYC achieves record-fast gTLD growth and 50,000+ domain sales with DMI

NYC - Customer Case Study

.NYC is a new top-level domain exclusively for New Yorkers that needed to activate brand advocates and influencers and build widespread awareness and anticipation for its launch — all while emphasizing the unique, city-only ownership rule (“Only New Yorkers can”). DMI led the launch and marketing effort for the .NYC gTLD, using targeted digital and creative campaigns with themes like “Bust a move,” “Taste a slice,” and other city-centric messaging to drive excitement.

DMI’s campaign delivered rapid, measurable results: .NYC became the fastest-growing location-based gTLD to date, selling over 50,000 domains in less than two months and generating more than 27 million paid media impressions with a reported 15% rate. The launch also secured broad press coverage in outlets such as New York Magazine, USA Today, Last Week Tonight with John Oliver, Advertising Age, The Village Voice, and Gothamist, demonstrating DMI’s effective drive-to-market performance.

.NYC