Indie media house Urban List makes its Asia debut in Singapore

Urban List has launched a new platform signalling its expansion into Asia, starting with Singapore. The expansion also comes as the indie media house celebrates its 10th year. Titled Urban List Singapore, the new enterprise launched in collaboration with the Singapore Tourism Board and has been in the works for close to three years, a comprehensive source of editorial, social and video content curated in celebration of the country’s vibrant culinary culture, nightlife and style scene. The new site launched complete with editorial and video content across all five verticals: food and drink, style and design, adventure, nightlife and where to stay.

According to Susannah George, founder and CEO of the Urban List, Singapore has always been top of its list for expansion. She described the country to be a place that epitomises its love for great food, fun, design, and adventure. "Seeing Urban List move into such a vibrant and innovative market (and a place I love) is a dream way to celebrate our 10th anniversary year, and I’m so proud to see our voice influencing buying, booking and eating behaviours internationally,” George said.

Urban List head of studio, Elise Cullen, led the partnership journey and was supported by STB and its area director for Oceania, Stephanie Yong. Cullen said it is "an honour" to curate and contribute to such a dynamic social scene. "Millions are going to see Singapore through a fresh, new lens; a spotlight it truly deserves. I’m also curious to see what clues user data may offer when it comes to how Australians are really viewing international travel now," she added. Meanwhile, Yong is thrilled with the opportunity to connect more Aussies and Kiwis with all Singapore has to offer.

"Singapore is constantly innovating, which means new and exciting experiences are surfacing all the time, and many who think they know Singapore would be surprised.  Urban List is a perfect partner to showcase these in the most engaging way to the Oceania market, and we can’t wait to see how the Singapore stories come to life in their hands," she said. 

Singapore has a vaccinated travel lane established with Australia. As of 31 December 2021, Australia was among the top five markets by vaccinated travel passes, alongside the UK, Malaysia, Indonesia, and India. To keep Singapore top of mind, the Singapore Tourism Board collaborated with Australian celebrity chef, Anna Polyviouand Singapore’s first gin distillery, Tanglin Gin to develop a limited-edition liqueur developed from iconic flavours and ingredients from both countries.

At the same time, the "Welcome back to Singapore" campaign done by STB, Singapore Airlines, and Changi Airport Group, will continue to be launched in other VTL markets, such as Australia, Denmark, France, Netherlands, Italy, and the UK, among others.

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