.promo

Overview

.promo is a generic top-level domain (gTLD) created in ICANN's New gTLD Program intended for promotions and marketing campaigns. The string was applied for by Phenomena Group and is categorized for commerce; the registry backend is listed as Afilias.

History

• Applied-for as part of ICANN's New gTLD Program (reveal day referenced on 13 June 2012).
• The application by Phenomena Group (Phenomena Group Oy) succeeded.
• The .promo gTLD was delegated to the DNS Root Zone on 31 December 2015.
• Operator/registry management responsibilities are held by Phenomena Group Ltd (Phenomena Domain Name Management team), with technical registry services associated with Afilias noted in registry details.

Usage and Audience

• Intended audience:
  • Brands and marketers running promotional and campaign activity.
  • Organizations and channel partners that enter into commercial agreements with the registry operator.
• Intended uses described by the applicant include:
  • Cross-channel campaign management for interactive brand ecosystems.
  • A centralized, cloud-based SaaS platform to manage campaigns across social media, email, mobile and other digital channels.
  • Tools for subscriber acquisition, retention, activation, real-time analytics, consumer profiling and segmentation.
• The registry positions .promo as a platform for trusted promoters to deliver marketing campaigns while addressing security, legal and privacy concerns.

Registration Rules

• Registrations are restricted: domain names are available only to organizations that have entered into a commercial agreement with Phenomena Group Ltd or its affiliates (for example, channel partners).
• The Phenomena Domain Name Management team is responsible for developing, maintaining and enforcing the .promo Domain Management Policy, which defines eligibility, allocation, acceptable use and dispute resolution.
• The policy is intended to be updated regularly to align with .promo's commercial and strategic interests and applicable ICANN consensus policies.

SEO and Brand Impact

• The applicant explicitly stated an intention to ensure .promo campaigns rank highly in search engines for keywords such as “Promo” and “Promotions.”
• The registry aims for .promo to become a universally recognized brand among marketers and a trusted signal for consumers, emphasizing high security and privacy standards to support brand trust and campaign delivery.

% IANA WHOIS server
% for more information on IANA, visit http://www.iana.org
% This query returned 1 object

domain:       PROMO

organisation: Identity Digital Limited
address:      c/o Identity Digital Inc.
address:      10500 NE 8th Street, Suite 750
address:      Bellevue WA 98004
address:      United States of America (the)

contact:      administrative
name:         Vice President, Engineering
organisation: Identity Digital Limited
address:      c/o Identity Digital Inc.
address:      10500 NE 8th Street, Suite 750
address:      Bellevue WA 98004
address:      United States of America (the)
phone:        +1.425.298.2200
fax-no:       +1.425.671.0020
e-mail:       tldadmin@identity.digital

contact:      technical
name:         Senior Director, DNS Infrastructure Group
organisation: Identity Digital Limited
address:      c/o Identity Digital Inc.
address:      10500 NE 8th Street, Suite 750
address:      Bellevue WA 98004
address:      United States of America (the)
phone:        +1.425.298.2200
fax-no:       +1.425.671.0020
e-mail:       tldtech@identity.digital

nserver:      A0.NIC.PROMO 2a01:8840:ee:0:0:0:0:9 65.22.244.9
nserver:      A2.NIC.PROMO 2a01:8840:f1:0:0:0:0:9 65.22.247.9
nserver:      B0.NIC.PROMO 2a01:8840:ef:0:0:0:0:9 65.22.245.9
nserver:      C0.NIC.PROMO 2a01:8840:f0:0:0:0:0:9 65.22.246.9
ds-rdata:     61459 8 2 583dcffeacf0cf25f52e5f4d356db7e3d3e4145992edc4e8b1fea3b5ad1868ca

whois:        

status:       ACTIVE
remarks:      Registration information: https://www.identity.digital/

created:      2015-12-18
changed:      2025-09-04
source:       IANA