Administrator of the .au domain name system.au Domain Administration Limited (auDA) has launched a campaign highlighting the benefits of an .au powered website and email address.
The “Aussies get it” campaign celebrates items that Aussies recognise and understand as iconically Australian.
An Aussie-rules football, a surf-lifesaving cap, fairy bread and a wombat road sign are instantly recognised by Australians.
Backed by auDA research and developed by Dentsu Creative with support from Thinkerbell, the campaign encourages small businesses and entrepreneurs to build their online presence by leveraging the value of a .au domain name.
auDA CEO Bruce Tonkin said Australian businesses choose.au domain names because they’re recognisably Australian and demonstrate the online credibility.
"Australians also seek .au websites to support local businesses – two in five check a .au first when buying online – a clear indication that Australians and Australian small businesses benefit when they choose .au," Tonkin said.
auDA chief communications officer Sophie Mitchell said auDA is thrilled to launch this campaign, reminding Aussies that .au is the most effective domain through which to reach customers online and drive business results.
auDA’s “Aussies get it” campaign follows auDA’s campaign to launch the .au direct namespace in 2022, and which also ran over 2023-2024.
The new campaign will run nationally on digital, audio and outdoor channels from March until July.
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