With the success of new gTLDs hinging on public awareness that hundreds of new domain options are now available (with hundreds more on the way) - a common criticism of many new gTLD registry operators has been that they are not doing enough to market both their own extensions and the new gTLD program in general. However, that charge has never been leveled at TLD Registry, the owner and operating registry for Dot Chinese Online (.在线) & Dot Chinese Website (.中文网). TLD 

Registry is one of the relatively few new gTLD operators that have been continually beating the publicity drum and investing huge amounts of time and marketing money in an effort to give their offerings the best possible chance of success. 

Their campaign has taken company leaders around the globe. If you were at the T.R.A.F.F.I.C. East conference in Miami two weeks ago you saw TLD Registry representatives and their trade booth there, if you were at the World Domain Day conference in Hyderabad, India in August, TLD Registry was there and if you came out for one of the Brandma's China New gTLD Roadshow events held this month in Beijing, Shanghai, Shenzhen and Xiamen, again TLD Registry was there.

Their "full court press" has not gone unnoticed. This past Thursday (November 13) at Brandma's stop in Xiamen, TLD Registry won the brand protection company's award for Best Marketing by a New gTLD.

TLD Registry's China GM Jin Wang (left) and CMO Simon Cousins (center) receive their Best Marketing Award from Brandma CEO and ICANN board member Ching Chiao Thursday (Nov. 13) in Xiamen, China.

While presenting the award, Brandma CEO Ching Chiao praised the advances that TLD Registry has brought to the entire industry of fully-Chinese domain names, saying, "No other registry has helped the awareness of the importance and value of Chinese domains as TLD Registry"

TLD Registry's China General Manager Jin Wang in turn praised the work of other registries present on the promotional roadshow, including CNNIC (which administers .cn, .中国 (".China") .公司 (".company") and .网络 (".network"), Donuts (the largest single new gTLD registry), Rightside, Uniregistry, Huyi (owner of .商标 (.trademark"), and .世界 (".world"). 

With respect to our primary audience - domain investors, if you are among the early birds that  have decided to dabble in new gTLDs and shoulder the risk that comes with new companies and markets,  it has often been said that the quality and commitment of a registry's management team is as important (if not more so) as the extension itself. Teams that are "all in" on getting the word out to help drive demand and end user success stories are the ones most likely to produce a return on your investment.