The .ae Domain Administration (.aeDA) of the UAE Telecommunications Regulatory Authority (TRA) launched a full advertising campaign for the UAE national domain name (.ae) in the beginning of August 2009, aiming to make the .ae domain name the definitive and default location where the Internet using public of the UAE can be represented in the World Wide Web; hence, the campaign will be concluded in the end of October 2009.

The campaign has been launched in most known media means, such as printed ads in the most prominent national newspapers in English and Arabic, radio stations, e-mails, outdoor advertising, on the TRA website, and on the .aeDA website.

However, the first campaign was launched by the TRA in November 2008 and took the duration of six months. The first campaign aimed at launching the .aeDA supported by an awareness and introductory campaign for the UAE national domain name (.ae). The launching of the .aeDA then has been considered an achievement that the TRA is proud to label as one of its initiatives, where the .aeDA was inaugurated on 3 August 2008.

The .aeDA is responsible for the setting and enforcement of all policy with regard to the operation of the .ae country code Top Level Domain (ccTLD), as well as overseeing the operation of the Registry System. The .aeDA role is to develop and execute policy; grow, develop and market the .ae namespace; accredit and manage .ae Registrars; educate the public, delivering and promoting the .ae domain name; facilitate the .ae Dispute Resolution Policy; and represent the .ae nationally, regionally and internationally.

The .aeDA is aiming to attract around 200,000 new registrants by the year 2010.