The anti-apoptotic Bcl-w regulator, which is expressed in the developing and mature brain, not only promotes neuronal survival, but also neuronal differentiation. However, its transcriptional regulation remains to be elucidated due to a lack of knowledge of the Bcl-w promoter. Here, we report the mapping and characterization of the rat Bcl-w promoter, which is highly conserved between the human, mouse, and rat species. Using a series of 5' and 3' deletions, we mapped the TATA-less minimal Bcl-w promoter and showed that it is under a combinatorial regulation with the neurogenic bHLH transcription factor NeuroD6 mediating its activation, validating our previous finding of increased expression of the Bcl-w protein in stably transfected PC12-NeuroD6 cells. Upon stress, NeuroD6 promotes colocalization of Bcl-w with mitochondria and endoplasmic reticulum. Finally, we provide the first evidence of Bcl-w localization in the growth cones of differentiating neuronal cells, suggestive of a potential synaptic neuroprotective role.