CAMPAIGN-I: DotTV hires Advertising Brasserie for .tv task

DotTV, the Californian company that has bought the .tv internet domain from the Tuvalu islands in the South Pacific, has appointed the Advertising Brasserie to create a pounds 1 million radio launch campaign for the UK.

DotTV is expected to pay Tuvalu more than dollars 50 million in royalties for the lease of the .tv suffix over the next decade. The tiny Pacific nation will use the money to become a member of the United Nations.

Setting itself up as a rival to the .com suffix, dotTV claims it has registered more than 100,000 .tv domain names in the first six months of trading, which is faster than any other top-level domain (TLD). Charges for the .tv domain start at dollars 50.

The Advertising Brasserie aims to raise levels of awareness in the UK and generate new business leads for dotTV with a pounds 1 million radio launch campaign, which will kick off at the end of November on radio stations including Virgin FM and Classic FM.

Mischa Alexander, a managing partner at the Advertising Brasserie, said: 'We have chosen to use radio for the launch campaign because it means that we can do something quickly and for targeting it is very efficient.'

Media buying for the radio ads will be handled by Carat.

TBWA/Chiat/Day created the dotTV launch campaign for the US.

Using images of lightning and huge waves, the US ads ask the question: 'Are you ready for the new internet?', and end with the tagline: 'This is your domain.'

The .tv domain name holds obvious appeal for broadcasters and more than 150 have adopted it including Granada Sky, PAX TV and TV Norge.

This article was first published on Campaign