This week, the City of New York and Neustar launched the first phase of availability for the new .nyc web address.

The “Sunrise” phase gives NYC businesses with trademarks first priority in claiming their .nyc names through June 20. This is the first of three phases prior to general availability opening October 8, 2014.

As one of the most anticipated arrivals in the City and the Internet’s history, the .nyc address is a unique opportunity for New York City residents, businesses and organizations to set themselves apart from competitors on the web and signal their direct association with The Big Apple. Registration of a .nyc domain name is restricted to individuals or businesses with physical address in the five boroughs of the city.

Neustar is the official registry services provider for .nyc, supporting all marketing efforts and operating the technical infrastructure of the .nyc domain.

“The launch of the .nyc web address holds great potential for all New Yorkers, whose work embodies the spirit and opportunity of such a great city,” said Neustar’s CEO Lisa Hook in a recent statement.

For New Yorkers who want a .nyc domain before the rush, the .nyc Founders Program is  their next opportunity. Only a select few companies, organizations and individuals will get the prestige of being among the first .nyc owners at launch.

For more information on how to get a .nyc domain name and apply for the Founders Program, visit http://www.ownit.nyc/ or read the full announcement from The City.