Pappas Group Marketing Campaign for .CO Domain Extension Celebrates a New Era of the Internet

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.CO Internet opens registration to the worldwide public

From the moment we came up with the idea that ‘anything is possible in the .CO era,’ we have understood the potential of this new global domain space and are excited to be part of this launch.

Pappas Group, a digital marketing and branding agency in the Washington D.C. area, is pleased to help usher in the final General Availability phase for .CO, or “dot-co,” a new domain extension for business owners, organizations, entrepreneurs and individuals seeking new opportunities in the online space. CO is the new dot-com alternative and has already attracted more than half of the top 500 global brands, including Twitter and Overstock.com. The domain extension is not only globally recognizable, but is also associated internationally with words like “company,” “commerce,” and “corporation,” adding to its credibility and adoption by a diverse and growing collection of registrants.

Since November of 2009, Pappas Group has been working with .CO to develop the integrated marketing strategy and long-term plan to launch the .CO domain globally. The multi-phased launch rollout began in January 2010 and sought to educate and create awareness for .CO among small businesses, brand owners, web professionals and domain investors. The integrated campaign from Pappas Group and .CO, driven by the idea of ‘anything is possible in the .CO era’ consisted of international print and online advertising, online video, email, direct mail, tradeshow and events, websites and collateral.

“From the moment we came up with the idea that ‘anything is possible in the .CO era,’ we have understood the potential of this new global domain space and are excited to be part of this launch,” says Anthony Pappas, President and Founder of Pappas Group. “As a small business owner, I know from experience how hard it is to get the domain you truly want. .CO makes it possible, and provides entrepreneurs with new opportunities.”

As part of the campaign, Pappas Group created several websites, including the launch campaign minisite at http://www.opportunity.co, which seeks to define the possibilities of the .CO domain space by exploring the many innovative brands that are already using .CO in unique ways. Another site, Pitch.co, housed a contest site that encouraged individuals to submit their big ideas for a business, blog or anything else to build on their ideal .CO domain name. The contest solicited almost 300 ideas, had more than 200,000 page views and attracted over 15,000 unique voters before awarding the winner a grand prize of $50,000 to help buid their big idea on .CO.

“Working with Pappas Group has been a rewarding experience, and they have been with us every step of the way, providing strategic vision and creative ideas,” says Juan Diego Calle, CEO of .CO Internet S.A.S, the company behind the .CO registry. “The agency worked with us when .CO was still a concept, and helped us develop and execute and plan to grow the brand into something that really has a lot of momentum in and beyond the industry.”

Top domain registrars and resellers, including GoDaddy and Network Solutions, have partnered up to become Accredited Registrars, and almost 70% of renowned global brands have already applied for the new online space. Before General Availability, .CO had more than 39,000 applications. Domains that have not been reserved or slotted for premium auctions are now available to the public on a first-come, first-served basis.

About Pappas Group:
Pappas Group is a full service creative agency. With a talented team of designers, strategic thinkers, and media experts, Pappas Group builds brands that stand out. The agency has worked with many prominent companies and organizations including Discovery Channel, Blackboard, Syfy, Destination D.C., Harvard Business Publishing, Hanes Brands, Geico, Toyota, Volkswagen Credit, Network Solutions, Kastle Systems and many others. Accolades include the ADDY Awards, Webbys, REBRAND 100 and Print Magazine Interactive Awards. For more information, visit http://www.pappasgroup.com.

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Silje Lier
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