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New gTLD Global Awareness Campaign – Request for Proposals

On 20 June 2011, ICANN's Board approved a program that will add to familiar top-level domains such as .com, .org, and .net, the possibility of having almost any word in any language as a top-level domain. This massive expansion of the number of possible domain names calls for an equally significant communications campaign to raise global awareness about the program. The rest of 2011 is a communications period dedicated to raising awareness around the world about the opportunity and risks associated with applying for a new gTLD. The Application period opens 12 January 2012 and will run for 90 days.

To help us achieve our goal of educating the world about this program we have issued a request for proposals (RFP). The objective of the RFP is to retain an advertising agency to help us develop, implement and measure the success of a global advertising and awareness campaign for new generic top-level domains (new gTLDs).

Please review the attached RFP for an overview of the program, our vision and proposal requirements. Send any questions about the RFP to michele.jourdan@icann.org by 11 July 2011. Responses to inquiries will be posted to a community wiki by 13 July 2011. All responses are due by 8:00a Pacific time, Monday, 18 July.

RFP – New gTLD Global Awareness Campaign
http://www.icann.org/en/topics/new-gtlds/rfp-new-gtld-global-awareness-campaign-05jul11-en.pdf [PDF, 633 KB]

Ad and PR Industry wiki
https://community.icann.org/display/newgtladvertising/Home

Additional informational material

We look forward to receiving and reviewing your proposals.


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Domain Name System
Internationalized Domain Name ,IDN,"IDNs are domain names that include characters used in the local representation of languages that are not written with the twenty-six letters of the basic Latin alphabet ""a-z"". An IDN can contain Latin letters with diacritical marks, as required by many European languages, or may consist of characters from non-Latin scripts such as Arabic or Chinese. Many languages also use other types of digits than the European ""0-9"". The basic Latin alphabet together with the European-Arabic digits are, for the purpose of domain names, termed ""ASCII characters"" (ASCII = American Standard Code for Information Interchange). These are also included in the broader range of ""Unicode characters"" that provides the basis for IDNs. The ""hostname rule"" requires that all domain names of the type under consideration here are stored in the DNS using only the ASCII characters listed above, with the one further addition of the hyphen ""-"". The Unicode form of an IDN therefore requires special encoding before it is entered into the DNS. The following terminology is used when distinguishing between these forms: A domain name consists of a series of ""labels"" (separated by ""dots""). The ASCII form of an IDN label is termed an ""A-label"". All operations defined in the DNS protocol use A-labels exclusively. The Unicode form, which a user expects to be displayed, is termed a ""U-label"". The difference may be illustrated with the Hindi word for ""test"" — परीका — appearing here as a U-label would (in the Devanagari script). A special form of ""ASCII compatible encoding"" (abbreviated ACE) is applied to this to produce the corresponding A-label: xn--11b5bs1di. A domain name that only includes ASCII letters, digits, and hyphens is termed an ""LDH label"". Although the definitions of A-labels and LDH-labels overlap, a name consisting exclusively of LDH labels, such as""icann.org"" is not an IDN."