Urban List Fam launches – a new, parent-friendly vertical

Australian lifestyle publisher, Urban List has broadened its appeal, moving into new audiences with the launch of Urban List Fam in partnership with BMW, to celebrate the launch of their iX1 SUV.

Urban List will now extend their award-winning, hyper-local creds to all that encompasses things to do, see, book and buy for kids and with kids. Expect to see content like the best family-friendly holidays, the tastiest kids’ menus going around and the best things to do in your city with your littlies.

The new, always-on vertical is the second expansion announcement from the indie in the last month after Mumbrella broke the news of Urban List Pets in early October.

An audience survey conducted by the company in August discovered that 44% have kids, are currently pregnant, or are planning on having children in the next 12 months. 98% agreed that exposure to rich cultural events and experiences plays an important role in a child’s development. four in five shared they would travel more with kids and they would eat out more with kids if only they had access to trusted recommendations.

Urban List chief commercial officer, Jacqui La’Brooy said that through this research they’d identified a gap in the market saying “when it comes to sourcing inspiration for what to do with kids in tow, our readers are struggling to find the recommendations that they trust and match their own personalities and cultural compass. At Urban List, we believe that being a parent doesn’t mean you have to compromise on the things that make you, you!  And as the #1 destination for Australia’s culture seekers who live as it matters, we have a duty to continue to serve them with trusted recommendations that are tailored to their ever-evolving needs”

Urban List business director, Annie Hall added: “we are thrilled to partner with BMW on the exciting launch of Urban List Fam; the new go-to destination for modern families looking to live their lives without compromise. The BMW X1 is designed for conscious cultural seekers looking for adventure and luxury every day, which is why they are the perfect partner.”

Urban List Fam is now live.


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