.XXX Sunrise Period Begins; ICM Registry on Publicity Blitz

Sep 7, 2011 2:30 PM PST

MIAMI — As ICM Registry begins its 50-day sunrise period, the .XXX sTLD operator is on a marketing and publicity blitz, including full-page ads and interviews with some of the top media companies.

ICM Registry rolled out Sunrise A and Sunrise B on Wednesday, giving businesses both inside and outside of the adult entertainment industry an exclusive timeframe to register or exempt themselves.

Sunrise A registers interest from the sponsored adult community, while Sunrise B has been designed for companies outside the adult industry to protect their intellectual property.

From now through Oct. 28, those who are in the Sunrise A category can snag a .XXX domain for $209.99 for the first year on GoDaddy.com. The going rate for Sunrise B domains is $199.99.

The General Availability stage will open up the domain process on Dec. 6 on a first-come, first-serve basis. Pre-registration will cost $99.99 for the first year.

Stuart Lawley, CEO and founder of ICM Registry, told XBIZ that lately he's been very busy with the media, fielding calls and granting  interviews.

"Twenty-seven interviews with mainstream media in two days," he said. "Today we will be on Bloomberg TV."

ICM Registry also took ads out in the Los Angeles Times and the Financial Times. The full-page ads state "Why the Adult Entertainment Industry Is Adopting a New Position."

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