.CapeTown Value Proposition

The following serves as a limited set of examples of how the .CapeTown TLD can establish a value proposition for the City of Cape Town and its residents:
.CapeTown Value Proposition

Reserved Name List and Priority Application for the City

The city will have the opportunity to establish its own online brand identity using the .CapeTown TLD as a foundation. Various names can be reserved for the City’s exclusive use, thus allowing the city to establish a uniform and scalable online identity for the provision of municipal related services. e.g. hospitals.capetown, icc.capetown, police.capetown, parks.capetown, rates.capetown etc.

Brand Building, which identifies with the City:

This is an opportunity for brands that are based in Cape Town to identify with the city and to set their roots in the Cape Town digital space. Having a dotCape Town domain name will also assist brand owners with search engine optimisation (SEO) campaigns thus ensuring that prospective customers and users are able to find locally relevant content, products and services quicker and more efficiently, e.g. Waterfront.CapeTown.

Establish a unique platform for the promotion of Cape Town based tourism services, products and information (portals):

There are tourism related touch points that are unique to the city of Cape Town such as ‘Table Mountain’, ‘Chapman's Peak Drive’ and ‘Robben Island’. A dotCapeTown domain name provides these unique city touch points with a distinct and easily recognisable online identity. These ‘portals’ can be run privately or by the city, or a combination of both. e.g. harbour.CapeTown, JazzFestival.CapeTown, surf.CapeTown, events.CapeTown

Facilitating Local Community and Socio-Economic Growth:

Cape Town based communities can showcase their commitment to local growth and change, or simply utilise the space to organise and coordinate their activities and services. e.g. ilove.CapeTown, learntosurf.CapeTown, outreach.CapeTown, safety.CapeTown

Intellectual Property Rights (IPR) Protection

Brand owners and users will have a secure, world-class registry system with associated policy infrastructure that will ensure sufficient mechanisms for the protection of intellectual property and consumer rights. e.g. nandos.CapeTown, bmw.CapeTown, holidayinn.CapeTown

International competitiveness and relevance:

Major cities all over the world are developing and promoting their brands in an attempt to compete as a tourist, event or investment destination. Many of these cities have reverted to new TLDs in an attempt to establish strong online brands in order to tap into the virtually limitless tourist market utilising the Internet, .e.g. london, .berlin, .paris, .sydney etc.

Developing and Showcasing Brand Ambassadors:

e.g. BryanHabana.CapeTown, JacquesKallis.CapeTown, StormersRugby.CapeTown, AjaxFC.CapeTown