The Urban List expands to Perth and Auckland

Lifestyle website The Urban List is expanding its network by launching dedicated sites in Perth and Auckland, Mumbrella can reveal.

The Urban List

Launched in 2011, the site offers readers content covering restaurants, cafes, bars, shopping, health and beauty, with founder Susannah George telling Mumbrella the launch is a “natural progression” for the brand.

“I pretty much get an email every day begging us to go to a new city, today’s enquiry was Shanghai which is a little bit of a stretch,” she quipped.

“We’ve spent three and a half years building what we believe is one of Australia’s strongest lifestyle platforms and we’ve also built an audience with a passion for quality content. We love connecting those readers with  the brands and businesses we love so going to Perth and Auckland is a natural progression.



“Both cities are known for really fantastic food and are really fantastic local operators. From a brand perspective – new sites, new audiences and fantastic opportunities for brands looking to partner with us. We’ll have the connections on the eastern seaboard and we’ll also be forging them on the west coast and over in NZ.

“I’m extraordinarily excited to be spreading our wings. It’s been almost two years since we launched into a new market so it’s high time to bring The Urban List entrepreneurial spirit to new shores,” she added.

Both the new offices will launch with dedicated editorial and commercial teams of six people, two dedicated to content and two to marketing, with the final two positions left for a graphic designer and a business developer.

“It’s a little bit of a different model in that we do an awful lot of our content creation and marketing in-house,” George said.

“We’ve always seen it as a competitive advantage to bring those skills and talent in-house. In essence we have the same team members who have built our brand available to our brand partners to work with them on building their business.”

On what the two new location offers The Urban List’s brand partners, which include Mini Australia, Peroni and Tourism Victoria, George said it is “access to the same quality audience in two new locations”.

“We largely work with brand partners on branded content opportunities. Unlike a lot of the digital publishers our model is not focused on display advertising, it really is about branded content, data acquisition, market research, video content creation, social media activation,” she said.

“We have a lot of touch points we work with them on our campaigns. We need to be really selective about the brands we partner with. As a model, The Urban List is a recommendation force, what that means we can only work with brands that we can truly, hand on heart, endorse.”

The expansion into Perth and Auckland will offer readers access to the recommendations the brand is known for, with George saying it will connect advertisers with a projected two million browsers across the network by June next year.

Commenting on how they reached the two million figure George said: “At the moment we connect with 1.2m unique browsers a month across the three markets we exist in but we built that base over the last three and a half years. We’re basing those projections on our traffic so far as well as the demographics within the new markets that we’re moving to.”

Miranda Ward


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