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Status: Proposed
Registry Provider: Verisign
Type: Brand TLD
Priority #: 858 - Lifestyle Domain Holdings, Inc.

More information: NTLDStatsLogo.png

.vana is a Brand TLD being proposed in ICANN's New gTLD Program. The applicant is Lifestyle Domain Holdings, Inc.[1]

Application Details

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

"The mission of .vana is to provide diverse internet users an enhanced online experience through high quality programming, content, information and authentic connected experiences centered on travel, design, entertainment, food, home life, entertaining, self-help, and other related concepts, topics and activities. .vana will be a Scripps Networks Interactive, Inc., (“SNI”) branded top level domain and intends to function, per the ICANN-Registry Operator Registry Agreement, as a Specification 9 exempt system that will seek to provide internet users with the confidence that all of the programming, information, social media, shopping and lifestyle opportunities found on the .vana branded top level domain is authentic, genuine, safe and secure and affiliated with SNI’s family of lifestyle brands.


The goal of .vana is to provide high quality, authentic programming, information and online experiences for individuals interested in travel, lifestyle, home improvement, cooking, restaurants, food, home life, entertaining, self-help and other related concepts, topics and activities. The reputation of SNI’s family of lifestyle brands is well recognized as a single source for high quality lifestyle entertainment, instruction, programming and experiences in an ever increasing connected world. The level of service to its customers is highly regarded as the single most trusted source for fun and interesting edutainment for lifestyle related activities.

Internet users will benefit because .vana will provide an enhanced online experience from the existing family of SNI’s lifestyle branded .coms through its ability to build more personalized experiences for internet users and provide greater control over the domain as a registry operator.

.vana intends to function, per the ICANN-Registry Operator Registry Agreement, as a Specification 9 exempt system and Applicant will carefully monitor and safeguard the user experience to provide users confidence that they have found the well-known, famous SNI’s family of brands, and can be certain that users will find the high quality content, information and experiences associated with SNI’s family of brands they know and trust. For new users, they will quickly come to recognize that the brand “vana” stands for authentic, high quality, trusted sources for lifestyle related entertainment, experiences, products and services.

.vana will provide users who navigate within .vana privacy protection similar to what is currently provided on the SNI’s family of brand .coms. The Applicant will annually review and audit these policies to ensure that all best practices are being utilized to protect the safety, security and confidentiality of its users.

.vana will further benefit internet users by creating additional opportunities to strengthen the consistency of the delivery of the lifestyle brand. It will enhance the lifestyle brand consistency by creating numerous subdomains under the .vana TLD that have not been available under the existing top level domain namespace. Further, the .vana TLD creates the possibility that these to-be-created subdomains will be more precisely targeted to internet users that will use them, more focused on content associated with the TLD under which they will reside, and more relevant to the TLD (i.e., there will be an increased nexus between the TLD utilized and the content, information and experiences associated with the SNI’s family of lifestyle brands)."[2]