Thursday 25 June 2015: The City of Sydney today announced it has embraced the latest innovation in online navigation, to promote Sydney to the world through its newly redeveloped What’s On Sydney website, which can now be found online via the new .sydney domain name:

The City’s new website and domain name will make it easier for domestic and international visitors to find content about events and activities in Sydney, while positioning the website as the most authoritative source online.

City of Sydney Marketing Manager, Kate Deacon said the new .sydney domain name will offer marketing advantages and improve searchability.

“‘What’s On’ is quite a generic term. Being able to market as immediately gives it focus, making it as easy as possible for people to understand what we’re doing online,” Ms Deacon said.

“It’s easy to remember and it is a much more familiar and accessible marketing proposition.”

Ms Deacon said using ‘brand Sydney’ in the domain name to geographically localise the content meant visitors will intuitively recognise the website as an authoritative source of information.

“One of the things that we were looking at in our strategy was the amount of traffic that was delivered to our web property by people typing in whatever it was they were interested in and then adding ‘Sydney’ to the end of it.”

“We found that when people want information to be geographically focused, that’s when the domain name really comes into its own.”

.sydney domain names recently became available to all eligible NSW residents, businesses and service providers to the State. They have already been adopted by some of Sydney’s most iconic businesses, such as Luna Park (, BridgeClimb Sydney ( and Sydney Fish Market (

Sydney has long been considered one of the world’s leading business and tourist hubs and has now joined the likes of New York, London and Tokyo in launching its own new Top-Level Domain.

To register a .sydney web address or to find out more information, please visit


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