A number of registries go wide with the messages that promote their gTLDs. They assume that each gTLD has the same audience and that a broad, unspecific message will do the job. Mistake. They must sharpen the target audience by conducting focused surveys and using analytical tools that also take data from other registrations. They should have started a long time ago, but it's not too late! Nebulous, diluted messages are most often found among registries for generic words, but some location gTLDs have also fallen into this trap.
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