Limited Time Offer: Save 30% on PRO with code GETRESULTS »

Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

New Internet Domain Extensions: Don't Get Blinded by the Sunrise or Run Over by the Landrush

by Kathy Nielsen  |  
February 28, 2014

In this article, you'll learn...

  • Why you should be paying attention to the hundreds of new domain extensions that will launch in 2014
  • What the difference is between a Sunrise and Landrush period of a new domain launch
  • Tips to help you actively manage the onslaught of new domains so you can protect or advance your brand

2014 is going to be a landmark year for the Internet as the oldest and most basic form of user online navigation gets a major overhaul. The domain names that marketers and end users have relied on since the Internet's inception—extensions like .com, .net, and .org—will no longer be the only game in town. New generic top-level domains (gTLDs), including extensions such as .app, .sports, .club, .healthcare and many more, have already started to launch.

However, bringing those new extensions to market is more complicated than slapping on a price tag and hanging a for sale sign. It's been a multiyear process already; and, despite some hiccups, the organization that governs the Internet and is managing the rollout, ICANN, has tried to make it fair for everyone involved. Accordingly, introducing domains under a new extension is a multistep process that's designed to include protections for trademark holders and give average users a fair shake at getting the names they want.

Every marketer should understand the two important phases under this process: the Sunrise and the Landrush periods. ICANN mandates that a Sunrise period lasting at least 30 days must take place for every new domain extension that launches. During that timeframe, trademark holders are given an opportunity to claim domains that are associated with their marks before anyone else is able to register them. If multiple parties are seeking the same domain, disputes will be arbitrated or will go to auction at the end of the Sunrise period.

The Landrush period is optional, but almost always used by new registries. During this timeframe, premium domains are offered at a premium price. They might include generic terms or category-defining terms that could give instant credibility to an online brand—a tactic used by sites such as or

The Sunrise and Landrush periods are the only times you'll ever be able to purchase a domain directly from registries, the organizations that manage domains and make sure they direct users to the correct websites when typed or clicked in a browser. After Sunrise and Landrush comes general availability—the time when anyone can buy a domain from a registrar, companies such as GoDaddy or 1&1.

You'll want to be engaged long before general availability or risk having the perfect new domain slip through your fingers. Months or years down the road, it'll likely cost much more to purchase that same name on the secondhand market, so it's important to pay attention now so you know your options and can make fully informed decisions to either purchase now or watch from the sidelines.

As you navigate the tidal wave of new domains, here are a few tips to keep in mind.

1. Start early

Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Kathy Nielsen is VP of business development for new gTLDs at domain name marketplace Sedo. She works closely with new registries and registrars developing strategies for bringing new domains to market.

Twitter: @gTLDSedoAuction

Rate this  

Overall rating

  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
1 rating(s)

Add a Comment


  • by Brian Fri Feb 28, 2014 via web

    This is really exciting. I hope it does not cause too much confusion by consumers, though.

    Brian Cohn

  • by Brad Broekema Fri Feb 28, 2014 via web

    It opens the door to a lot of creativity, I am looking forward to some entertaining domain names! There will no doubt be a ton of people way overpaying for worthless domains.

  • by Colleen Sun Mar 2, 2014 via web

    All of the approved dates for Sunrise and Landrush can be viewed at Calzone (dot) org. This is the easyist way to keep track of what's is launching soon.

  • by Kameel Vohra Sat Mar 8, 2014 via web

    Ignoring existing brand names, I really think the actual marketing value of domain names is diminishing. There are lots of creative new domain names just from country extensions. With the average-joe getting more used to non dot com domains, the extra extensions should make it much easier for creative domains to really flourish. It's always going to be a limited space, with more demand than supply, but unless you particularly enjoy overpaying, creativity is your best friend - and it'll help make your business memorable.

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!