18(b) How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?

Prototypical answer:

gTLDFull Legal NameDetail
.promoPhenomena Group OyView

How do you expect that your proposed gTLD will benefit registrants, internet users and others?
The registry will be stringently controlled. Only brand owners who have entered into a contract with Phenomena Group Ltd or its affiliates (e.g. channel partners) for the provision of promotional campaigns - such as lotteries, satisfaction guarantees or games - will be offered the chance to have a campaign under a .promo domain. These brand owners will benefit from shorter, more memorable domains that are more secure for consumers and which link back seamlessly to state-of-the-art, secure campaigns.

What is the goal of your proposed gTLD in terms of areas of speciality, service levels reputation?
We are amongst the leading providers of promotional campaigns globally. We do not know of any other organisation that is contemplating using a new gTLD as the platform for the provision of promotional campaigns. Our goal is therefore to develop an effective, tailored service that will be attractive to, and trusted by, consumers. Utlilising the power of the domain name system, consumers can participate in competitions immediately through their mobile devices or online accounts and can trust that their privacy and personal information is always respected.

What do you anticipate your proposed gTLD will add to the current space in terms of competition, differentiation or innovation?
.promo is a short domain name that will be universally applicable globally. We believe it is distinctive, memorable and perfectly suited to supporting a range of campaign mechanisms, some of which will encourage consumers to communicate with brand owners using the domain name system.
We look forward to utilising our new registry to support interactive campaigns that will be presented by leading brands such as branded-cola.promo, branded-confectionery.promo, branded-retailer-name.promo. We consider this highly targeted marketing use of a new gTLD to be innovative in making a range of promotional campaigns easily accessible to consumers.

What goals does your proposed gTLD have in terms of user experience?
We hope consumers will learn that credible, big brand promotional campaigns marketed through a .promo domain are trusted and authentic. We want consumers, for example, to be confident that any campaign under a .promo domain offers them fair treatment that is covered by the terms stated in the campaign’s official rules and that their sensitive personal details and privacy will be protected.

Provide a complete description of the applicant’s intended registration policies in support of the goals above
Phenomena Group Ltd is the operator of the .promo registry. The Phenomena Domain Name Management team is responsible for the development, maintenance and enforcement of the .promo Domain Management Policy. This policy defines the intended rules associated with eligibility and domain name allocation and describes the acceptable use and dispute resolution policies for the .promo gTLD. This policy is intended to be updated and revised regularly to reflect .promo’s commercial and strategic interests and, where appropriate, ICANN consensus policies.
Registration of a .promo domain name will be restricted to organisations that have entered into a commercial agreement with Phenomena Group Ltd or its affiliates (e.g. channel partners) for the provision of services associated with campaigns.
Each applied for character string must conform to the .promo rules of eligibility. Each .promo name must:
• Be at least 3 characters and no more than 63 characters long
• Not contain a hyphen on the 3rd and 4th position (tagged domains)
• Contain only letters (a-z), numbers (0-9) and hyphens or a combination of these
• Start and end with an alphanumeric character, not a hyphen
• Not match any character strings reserved by ICANN
• Not match any protected country names or geographical terms
• Not match the character strings or intellectual property of any other company with which .promo operates
Internationalized domain names (IDN) may be supported in the .promo registry at the second level.
Registrants of .promo names must utilise their domains solely in association with campaigns that are co-ordinated by Phenomena Group Ltd. or its affiliates .promo domains may not be used in a way which knowingly infringes any third party’s intellectual property rights or gives rise to moral or public order questions.
Registrants of .promo names may not delegate or assign any rights in .promo domains to third party organizations, institutions, or individuals.
All .promo domains will carry accurate and up-to-date registration records.
Phenomena may revoke a .promo domain name at any time if the registrant is in breach of the .promo Domain Management Policy. For example, if the owner of a .promo domain ceases to be a customer of Phenomena and is no longer running campaigns, the domain may be cancelled.
The .promo registry will be ICANN compliant: the registry will interface with the Trademark Clearinghouse, operate a Sunrise and IP Claims and all registrants must comply with the UDRP and the URS.

Will your proposed gTLD impose any measures for protecting the privacy of confidential information of registrants or users?
The .promo registry will be operated from Finland by Phenomena Group Ltd, which is incorporated in Finland. Therefore all data will be processed in accordance with European Union data protection requirements. We will also comply with the Personal Data obligations set forth in Section 2.10 of the Registry Agreement.

Describe whether and in what ways outreach and communications will help to achieve your projected benefits?
Phenomena Group will promote the concept of .promo and how it can support campaigns to its direct client base of leading global consumer brand owners (e.g. FMCG, retail, services and electronics) as well as through its channel partners such as advertising agencies or media owners. These marketers will be provided with .promo domains as part of sophisticated online and mobile based campaigns offered through the .promo cross-channel campaign management system that is operated either by Phenomena or by its channel partners.
Once a campaign has been launched, consumers will typically be exposed to communications across a range of media including TV, print, outdoor, radio, online and other media. Any communications about campaigns taking advantage of the .promo domain by reputed brand owners will increase consumer and brand owner awareness about .promo domains and the value proposition: exciting and innovative campaigns with high security and privacy protection standards.

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gTLDFull Legal NameDetail