---
id: "43a5b363-8611-462e-933c-9bb660d017a7"
kind: "link"
title: "CIRA executive outlines six-step playbook for launching new TLDs"
language: "en"
section: "gtld"
date: "2026-10-13T17:48:31Z"
updated: "2026-10-13T17:48:31Z"
canonical: "https://tldlog.com/l/cira-executive-outlines-six-step-playbook-launching-new-tlds/"
origin: "master"
translations:
  es: "https://tldlog.com/es/l/responsable-cira-expone-plan-seis-pasos-lanzar-nuevos-tld/"
  de: "https://tldlog.com/de/l/cira-manager-stellt-sechs-schritte-plan-einfuehrung-neuer/"
  fr: "https://tldlog.com/fr/l/responsable-cira-presente-methode-six-etapes-lancer-nouveaux/"
  pt-BR: "https://tldlog.com/pt/l/executivo-cira-apresenta-roteiro-seis-passos-lancar-novos/"
  ru: "https://tldlog.com/ru/l/predstavitel-cira-predstavil-plan-zapuska-novykh-domennykh/"
  zh-Hans: "https://tldlog.com/zh/l/cira-executive-outlines-six-step-playbook-launching-new-tlds/"
source:
  name: "helloregistry.com"
  url: "https://helloregistry.com/blog/marketing-new-tld/"
  language: "en-US"
  date: "2026-10-13T14:41:04Z"
---

# CIRA executive outlines six-step playbook for launching new TLDs

## in plain words

A webinar from Hello Registry featured advice from Jose Torio of CIRA, the organization that runs Canada's .ca domain. He explained how companies launching a new web address ending (called a TLD, like .ca or .shop) should treat it like launching a new product. He gave six steps to help these new domains actually get used, not just registered.

Jose Torio, Senior Manager of Partnerships and Growth at CIRA, presented a six-step framework for launching and growing new top-level domains during a Hello Registry webinar on TLD marketing. His core argument is that registry operators should treat a new TLD like a product launch, clarifying its purpose, audience and value before focusing on distribution and demand generation.

Torio's first step urges operators to define why the TLD needs to exist and what problem it solves before identifying who needs it. Step two calls for a specific ideal customer profile rather than targeting “everyone,” starting narrow and expanding outward. Step three asks operators to articulate a clear value proposition explaining why someone should choose their TLD over alternatives; Torio cited .ca's positioning around Canadian identity and trust, distilled into the campaign line “.CA is our domain.”

The fourth step emphasizes building genuine partnerships with registrars, described as the registry's sales force. Torio recommends equipping registrars with messaging and marketing materials, investing in co-marketing through discounts or marketing development funds, and weighing both the reach of larger registrars and the closer engagement smaller ones may offer.

Step five focuses on anticipating demand well before general availability, recommending pre-launch work begin six months to a year ahead, including website development and registrar onboarding, testing and backend integration. Torio suggests planning for each launch phase, from Sunrise through landrush and general availability, noting premium domains can generate early revenue.

The sixth step shifts focus from registrations alone to full adoption, tracking a journey from awareness through consideration, registration, activation and renewal. Torio stressed that activation, getting registrants to actually use their domains, supports retention and renewal rates, and that sustainable TLD growth depends on both new registrations and renewals.

Torio also listed four common mistakes: waiting until after delegation to begin marketing, assuming the audience is everyone, failing to offer a clear reason to choose the TLD, and treating registrars as an afterthought.

Source: [helloregistry.com](https://helloregistry.com/blog/marketing-new-tld/)