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Status: Delegated
Registry Provider: Afilias
Type: Generic
Category: Commerce
Priority #: 748 - Phenomena Group Oy

More information: NTLDStatsLogo.png

.promo is a delegated TLD in ICANN's New gTLD Program. Phenomena Group Oy's application succeeded and the TLD was delegated to the Root Zone on 31 December 2015. [1].[2]

Application Details

The following is excerpted from the applicant's response to question #18:

The success of the .promo registry will be determined by the stature and reputation of the brands that enter into a contract with Phenomena Group, operator and owner of the .promo registry, or its affiliates, in order to undertake campaigns in the global marketplace.

We envisage .promo domains and their associated services becoming the global hub of cross-channel campaign management for interactive brand ecosystems, providing brands with sophisticated tools for interacting with their target group via various digitalchannels, such as social media, email and mobile as well as with the automated tools and mechanisms to acquire more subscribers, retain them and activate them to transactions of various types. The system is based on a highly centralized Software-as-a-Service-driven cloud-based technology platform that complies with the local legal and operational requirements.

We intend .promo to be a pioneer in cross-channel campaign management enabling interaction with brand followers via innovative campaign mechanisms that enable marketers to undertake sophisticated campaigns reliably and securely. This will be achieved through using technology to organize, automate, and synchronize the overall process for design, implementation and analysis of the interactions between the brand and it’s target group.

.promo domains will provide a platform for an array of innovative backend campaign mechanisms so that marketers can reach and activate their target markets quickly and without having to invest time and resources in complex customized software development. .promo domains will give marketers peace of mind in relation to complex new tools, legal or privacy issues and backend security as all these will be subject to exceptionally high security standards.

In order to analyse the subscriber base and the success of campaigns, .promo system will grant marketers access to monitoring and real-time analytics, based on sophisticated consumer profiling and segmentation data.

We will also work to ensure that campaigns that are carried under a .promo domain will rank highly in the search engines. We want sites under .promo domains to be found if the keywords ‘Promo’, ‘Promotions’ or other campaign-related keywords are searched for. If successful, .promo domains will provide customers with exciting campaigns from trusted promoters without compromising their privacy or security. We are confident .promo will become a universally recognised brand identified by marketers everywhere and by consumers across the globe.


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."[3]