ARI Registry Services has been selected as the preferred respondent for the Request for Proposal for appointment of a registry operator to assist in obtaining and operating multiple generic Top-Level Domains. The Top-Level Domains (TLDs) include the .melbourne, .sydney and .victoria new TLDs.

The appointment will enable the governments of the Australian states of New South Wales and Victoria to successfully obtain and operate a valuable digital asset that will fuel exponential online branding and marketing opportunities and provide a landmark online identity for two of Australia’s most recognised cities.

ARI Registry Services has engaged professional services firm Ernst & Young and digital brand management services provider Melbourne IT to assist its consultancy work in developing the application for three Top-Level Domains that adhere to ICANN’s strict requirements.

The move follows the AFL’s announcement last week that it will also apply for its own .afl Top-Level Domain, which, according to ARI Registry Services CEO Adrian Kinderis reflects strong demand for new Top-Level Domains in the lead up to the April 12th deadline.

Mr Kinderis welcomed this latest client win.

“The introduction of new Top-Level Domains marks a sweeping evolution of the Internet. The appointment of ARI Registry Services by the governments’ of New South Wales and Victoria to provide strategic planning consultancy, application development support and technical registry operations will ensure the success of this ground breaking initiative. With world leading domain name industry experience and expertise, and the backing of our project partner, Melbourne IT and advisor Ernst & Young, we look forward to developing an asset that supports the needs of stakeholders and Internet users globally,” Mr Kinderis said.

He said the announcement will provide inspiration and motivation for brands and entrepreneurs across Australia to get moving on this opportunity.

“It’s great to see Australian governments and corporate entities embracing the opportunities presented by new Top-Level Domains and securing their identity as a digital asset for their constituents and stakeholders. Operating a Top-Level Domain is a significant undertaking and the governments of New South Wales and Victoria recognised the need for expertise, security and reliability in operating a core piece of Internet infrastructure. That’s why ARI Registry Services was selected for this critical project.”

“A new Top-Level Domain will allow the creation of an authoritative, trusted corner of the Internet. It’s a great opportunity to show leadership and commitment to the online space, however, unfortunately it’s not open ended. The application window will close on 12 April 2012 and it’s not known when it will reopen. Those who wish to follow the lead of the AFL, Victorian and New South Wales governments must move quickly before time runs out,” Mr Kinderis said.

The state governments released a joint tender last October seeking a domain name registry operator to assist in applying to ICANN to secure the new TLDs for use by government agencies, their communities and other stakeholders.

Mr Kinderis said .sydney, .melbourne and .victoria will join other world-class cities and regions including London, Tokyo and New York in securing their own piece of online real estate.

The .sydney, .melbourne and .victoria TLDs are expected to go live in the first half of 2013.