Businesses Thrive Using “Down Under” City Top-Level Domain

Reading Time | 5 Minutes

When you’re into domains as much as I am, then you tend to value and study the use of all sorts of domains — no matter your preference.

As most know, I started this blog primarily because I often filter the world through my daily interactions and discovery of domain names used by all walks of life.

One of the things I cherish most about the domain industry is the various, diverse relationships that make up the industry. Talk about all walks of life. We, the domain industry, are that and more.

Today’s story is no different other than the fact that the domains I’ll share with you today come from the great down under.

A few weeks ago, I received a Twitter DM from a fellow domain investor, Erwin Groen, containing images from where he resides in the great down under, Melbourne, Victoria, Australia.

Over the last six months or so, I’ve gotten to know Erwin by way of a fast-growing Domain niche: emoji domains.

And although I mention him by name as an intro to some, he’s contributed photos prior to this post.

Businesses Thrive Using “Down Under” City Top-Level Domain Click To Tweet

Nevertheless, I was excited to discover photos of local Melbourne businesses and locations throughout the city making good use of the .Melbourne top-level domain.

Of course, there are many city top-level domains in usage. I encounter stories from time time that make mention of .NYC, .London, .Berlin, and others, but none that I’ve encountered in-person as I experience regularly with legacy TLDs (i.e., .com, .net, .org, etc.).

From a food truck to an entertainment forum to an art gallery and museum, it appears that many business owners as well as locals have become quite comfy and acclimated to the use of .Melbourne to promote a plethora experiences.

One of the first down under domain discoveries is a St Kilda Burger Bar Food Truck, sporting a sweet city TLD:

I like this domain usage for a company touting its burgers as the best grass fed, 100% certified Angus beef from Gippsland Victoria.

The only issue I encountered with this domain was trying to remember whether burger was plural or singular when typing it into the browser.

I strongly encourage companies to secure both the plural and singular versions of their chosen name, especially when the term makes sense as in the case of the term “burger”. Both “burger” and “burgers” both make sense although I would likely lean towards using the plural.

Nevertheless, I like the usage and impressed with the domain placement on the food truck. My guess is that Erwin likely passed the food truck as he made his way to work or likely during leisure time.

Speaking of leisure, Erwin’s next snapshot was captured on the side of a building. The ad itself cleverly advertises three 3 different domains:

  • Forum.Melbourne

Turns out the Forum is an entertainment center that has been extensively renovated and restored back to its original beauty.

And from what I could tell when visiting its website, quite a lot of shows and events are held there. The forum kind of reminds me of what PBS’ Austin City Limits or The Paramount is to local Austinites — only bigger in nature.

Although I’m not a big fan of using 3 different domains, I’d likely drop the domain in favor of simply using both forum addresses.

I really like how Forum.Melbourne is positioned in the ad layout, using descriptive text to lead up to it. Also, it’s worth noting that Forum.Melbourne redirects to

So, in my humble opinion, it’s likely the this advertisement would only need to use Forum.Melbourne to position itself as a forward-thinking brand.

How “Down Under” Businesses Thrive Using City Top-Level Domain Click To Tweet

Our final down under domain spotting takes us from entertainment to the arts via the National Gallery of Victoria, a historic and modern art museum.

As you can see below, catchy ad placement with a dark glass background holds your attention long enough to spot the domain: NGV.Melbourne.

I like the usage of this domain because it’s an abbreviation. Instead of typing 23-25 letters to spell “National Gallery Victoria” or “National Gallery of Victoria”, simply shorten it to use 3 characters (i.e., “NGV”).

Just as Forum.Melbourne redirects, NGV.Melbourne redirects to  Seeing this multiple subdomain usage makes me cringe.

Although it’s very likely that locals will remember the address, I’m over the moon and hat tip NGV for using a simple and easy-to-remember city domain to present its historic and modern art museum.

Among many considerations, that’s one of many reasons personal and business brands are choosing to use new top-level domains to promote their idea, service, product or solutions.

My only concern for NGV.Melbourne is that the domain itself may be drowned out by all the other text.

In contrast to the white text, this ad could be more effective using a vibrant color for the text “BOOK NOW AT NGV.MELBOURNE”.

Businesses Thrive Using .Melbourne Top-Level Domain Click To Tweet

Well, that’s all I have for today. I send a special thank to you Erwin for graciously snapping and sharing today’s domain encounters.

That’s all for now!

Alvin Brown
Alvin is a serial entrepreneur and digital strategist with an avid love for domain name consulting. As the Publisher and Editor-in-Chief of, his assignment is to ensure business and personal brands don't suffer the consequences of common domain name pitfalls.

As a domain investor and business consultant, Alvin actively participates in daily domain auctions. Outside of auctions, he passionately shares his views, opinions, and vision for how businesses should and should not use domain names to generate greater customer growth and revenue.