AOL unveiled its new When.com project this morning. It’s a search engine for local events. The media company already owns some other websites for local content, including MapQuest and AOL CityGuide.

When.com automatically recognizes where you’re located when you go to the website, but more personalization is available upon registration. It’s working for international users, too. For example, I visited When.com from Hamburg, Germany and I was instantly presented various upcoming events in Hamburg.

Most of all, I like the site’s domain name. First, When.com is a generic one-word domain. Second, it is a four-letter domain, so it is short and easy to type in. Third, the domain is very easy to remember, which makes it perfect for marketing and branding. It’s also an intuitive call-to-action domain name.

This makes AOL’s When.com yet another example of a corporate end-user understanding the great value of a keyword domain name.