.TheHartford has become the 14th new gTLD application to be withdrawn by the applicant according to ICANN’s Site.
The applicant for the new gTLD was the Hartford Fire Insurance Company who planned to operate the registry on a closed basis to “enhance The Hartford’s web presence by emphasizing The Hartford’s brand, products and services”.
Here is how the insurance company described the purpose of the new gTLD:
‘.The Hartford will be used to “provide Hartford-licensed, appointed and⁄or authorized agents⁄brokers, customers, business partners or similar business-related parties, and employees (“Hartford Users”), such as the affiliated organizations listed above, with a trustworthy means of exchanging information with The Hartford with the confidence that they have made a valid and authentic Internet connection to The Hartford.”
“The Hartford expects to register under 1,000 second-level domain names”
“This closed gTLD Internet space will improve contact with our customers and better enable the delivery of innovative solutions and extraordinary service. The gTLD will also be beneficial for promotional purposes and awareness building, and will enhance The Hartford’s brand marketing and brand management, thereby creating means to increase revenues. In sum, the addition of the .THEHARTFORD gTLD will improve The Hartford’s security and control over its web presence, benefit user interaction and enhance customer trust, and drive customers to The Hartford.”