Businesses, organisations and individuals based in the capital will be able to apply for a ‘.london’ top level domain (TLD) in spring next year.
The city is among the world’s first to get its own dedicated domain and is already raising interest from thousands of businesses including Selfridges and Carnaby Street.
Official promotional agency London & Partners said it signed a contract with ICANN – the company responsible for overseeing the internet – to operate the domain under a newly-formed subsidiary.
London Mayor Boris Johnson said: “Adopting the .london suffix will enable organisations to more closely associate themselves with our great city’s powerful global brand.
“This is also an excellent opportunity to expand London’s digital presence, which in turn is set to generate funds to invest back into the city.”
Similar effects are also likely to be seen for the introduction of similar doman names for Paris, New York, Berlin and Vienna, so savvy brands around the world will use the introduction of the gTLDs to start thinking about how new domain endings can strengthen their internet presence.
London Mayor Boris Johnson called the announcement ‘an excellent opportunity to expand London’s digital presence, which in turn is set to generate funds to invest back into the city.’